Theoretical bases of development of ecological marketing in the market of agro-food products

Abstract

The article systematizes the evolution of the formation of environmental marketing and systematizes the principles of its development. The systemic changes in the factors of macro- and micro-environment of agrifood market participants are highlighted, which form the preconditions for the emergence of ecological worldview in marketing and justify the preconditions for the ecological imperative of marketing, which includes inclusion in marketing tasks subjects of the market of creation of ecological value at different levels. The determining influence of the concept of a sustainable development on the formation of the concept of environmental marketing was established, as well as the need to expand interdisciplinary links in marketing and management due to the environmental factor. The interplay of environmental marketing and environmental management allows the subjects of the agri-food market to work effectively for the sake of greater adaptability of marketing to the environment. It has been shown that the implementation of the goals of environmental marketing is compatible with the implementation of the goals of corporate social responsibility. The conceptual and categorical apparatus of the concept of environmental marketing was deepened, the classifcation of the equal number of tools for environmental marketing was carried out. Approved strategy for the using of environmental marketing by the subjects of the agri-food market, in particular: the strategy of avoidance of environmental marketing principles; competition strategy; cooperation strategy; relationship strategy. The signifcance of the defnition of environmentally friendly «green» marketing and its main tasks on macro-, meso-microlevels, which made it possible to identify the scope of environmentally friendly marketing in the global system of marketing concepts, has been determined. The main method of environmental marketing is the creation of environmental value, which defnes the philosophy and technology of marketing management of socio-ecological and economic systems and is the basic concept of marketing. It is grounded that the concept of environmental marketing can be used by all participants in the market of agro-food products, the basic principles form the theoretical basis, and in practice, the application aspect. Identifed the advantages, which subjects of the agro-food market can have in using of environmental marketing, as they form new ones that reinforce signifcantly competitive advantages of the products and the goods manufacturer. Key words: ecological marketing, ecological product, sustainable development, agro-food market, ecological management.