Registration Number
0223U000413,
0120U100123
, R & D reports
Title
Marketing tools for the development of the green economy concept
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Head
Smerichevski Sergii F., Доктор економічних наук
Registration Date
07-01-2023
Organization
National Aviation University
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The object of research is the process of formation and development of ecological marketing within the framework of the concept of sustainable development at the current stage.
The purpose of the study is to develop and substantiate the theoretical and methodological foundations of the development of the green economy concept and scientific and practical recommendations for the use of tools for marketing support for the development of the green economy concept.
Research methods are general scientific and special methods of scientific knowledge, statistical analysis, comparison, economic-mathematical and graphic methods, system analysis, analysis of hierarchies, analytical planning, expert evaluations, etc.
Theoretical and practical results: the theoretical basis of the development of the "green" economy, which is becoming a trend of sustainable development and turning into a business phenomenon, is considered. The conformity of the product offer of ecologically clean products to various consumer segments in the region according to the criteria characterizing the groups of goods according to their degree of ecological cleanliness compared to the price parameter, the frequency of purchase and the place of purchase was revealed. Determined priorities for the gradual expansion of the ecologically clean food market in the region from successive steps, which provide at each stage for measures to form demand with an emphasis on its expansion due to the attraction of new consumer segments. Structured trend priorities facing environmental marketing.
Novelty: the conceptual and categorical apparatus of the concept of green economy and ecological marketing has been clarified, a classification of the levels of use of marketing tools within the concept of green economy has been developed, a system of indicators for evaluating the effectiveness and efficiency of ecological marketing has been proposed.
Product Description
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Bozhok Anastasia R.
Zavodovskyi Stanislav V.
Zaichenko Mykhailo A.
Kniazieva Tetiana V.
Kolbushkin Yurij P.
Mizyk Valentyn V.
Nahyieva Aisel I.
Ovdiienko Oksana V.
Polous Olha V.
Radchenko Ganna A.
Chernyshova Taia V.
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2023-01-07
