Marketing concept in the market of environmental goods and services

Анотація

The evolution of marketing concepts has determined the formation and development of the marketing mechanism. At present, the concept of environmental marketing is being formed, which imposes certain requirements on the use of marketing methods and management tools in connection with the increased importance of social, ethical and environmental aspects of management decisions. The aim of this paper is to scientifically substantiate the theoretical foundations of marketing tools for the formation and development of the market for environmentally friendly products and environmental services, focused on the balanced achievement of the economic, social and environmental goals of society. The subject of the research is the organizational and economic relations arising in the formation of the market for environmentally friendly goods and environmental services, and the procedures for using marketing tools for the development of relevant markets, implementing foreign experience in the practice of Ukrainian entrepreneurs. In current paper we have structured the trend priorities facing environmental marketing, which includes providing products that cause minimal harm to the environment, meeting the needs of the population; assessing the demand for organic food; creating a product offer that satisfies environmentally clean food products for the population that can afford it, along with the supply of conventional food products for the rest of consumers without creating social tension; justification of the price premium for organic food products; assessing the supply potential of organic food; the desire to offer organic products to the majority of the population, which allows rational use of organizational and communication marketing tools for the balanced formation of the market for organic food products in the region. The features of the market for environmentally friendly products at the present stage have been identified and disclosed: high dependence on income of the population, significant segmentation and a tendency to its strengthening, orientation of the state and business to jointly solving environmental problems, which made it possible to systematize general and specific (for individual countries or regions) trends and success factors for operators in the market for environmental goods and services.

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