THE INFLUENCE OF THE ECOLOGICAL MARKETING CONCEPT ON THE ACTIVITIES OF ENTERPRISES

Abstract

Objective. The purpose of the article is to determine the influence of the concept of ecological marketing on the activities of enterprises, the feasibility of the algorithm for introducing elements of ecological marketing at enterprises is considered. Methods. The theoretical and methodological basis of the research is inductive and deductive research methods for systematization of key concepts of ecological marketing; scientific works of domestic and foreign scientists regarding the implementation of the concept of ecological marketing in the enterprise. The research used methods that provide the method of scientific knowledge, the method of system-structural analysis Results.The article examines the influence of ecological marketing approaches on the management of enterprise activities in conditions of sustainable development. It was determined that using the concept of ecological marketing, the enterprise has ecological advantages of its product (goods) due to resource-saving technologies, the business is greening as a whole and ecological consciousness is formed among consumers, the enterprise receives benefits (effects) from the transition to the principles of eco-marketing. Orientation of business on ecological marketing will stimulate the development of enterprise strategies from outdated forms and methods of management to new, scientifically based market methods that involve an eco-marketing approach. It has been studied that the advantages and features that distinguish enterprises that use the principles of ecological marketing in their activities are relevant. The advantages of management of marketing activity were considered, the mission, goal, stages of planning activities in the field of environmental marketing at enterprises were defined, the state and prospects of the market of organic products in Ukraine were analyzed. The algorithm developed by the authors for the introduction of elements of ecological marketing at enterprises in conditions of sustainable development allows to identify regularities, accelerate processes and increase the efficiency of business greening in Ukraine, aimed at reducing environmental pollution and forming environmental needs among consumers.