PROSPECTS FOR THE DEVELOPMENT OF ECOLOGICAL MARKETING IN ENTERPRISES IN THE CONTEXT OF A GREEN ECONOMY
DOI:
https://doi.org/10.55640/Keywords:
green economy, ecological marketing, sustainable development, ecological management, green innovations, enterprise competitiveness, ecological product, green brand.Abstract
This article analyzes the current aspects of developing ecological marketing in enterprises based on the principles of a green economy. It highlights the essence of ecological marketing, its role in increasing the competitiveness of an enterprise, and its contribution to sustainable development. It also considers ways to achieve economic efficiency through the production of environmentally friendly products, the formation of environmental awareness among consumers, and the creation of a "green brand." Based on the results of the study, proposals have been developed on the prospects and effective mechanisms for implementing an ecological marketing strategy in enterprises.
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