Ecological trends of modern marketing activity

Abstract

The paper examines the essence of environmental marketing and the main environmental trends of marketing activities in modern business conditions. It has been established that environmental marketing is marketing aimed at meeting the needs of the target audience through products that help protect the environment. The main goal of this activity is to popularize ecological products and form responsible consumption among users, ie to make ecological goods the standard of consumption. The goals and objectives of environmental marketing are: raising environmental awareness among consumers; development and promotion of ecological goods; promotion of environmentally friendly goods and services on the market; formation of eco-needs on the market; greening of production. Five main environmental trends of modern marketing activities of enterprises are identified, which include the following: PR and creating a positive image of the company, increasing customer loyalty, creating new environmental goods and services, attracting influencers, implementing waste-free or safer production methods. At the same time, it is established that the main eco-trend in Ukraine is the choice of consumers of goods, information about the origin of which is transparent and reliable. There are also five scenarios for using environmental trends in modern business marketing. In particular, such scenarios define - care for recycling and reuse of products, building exclusively eco-brand, introduction of certain eco-products (premium) in the product range, use of modern technologies for production and maintenance, introduction of waste-free or safer production methods. The practice of implementation of ecological trends of marketing activity on the example of cases of world and domestic companies is investigated. Prospects for further research are to determine the economic and social effectiveness of the principles of environmental marketing.