ENVIRONMENTAL AND ECONOMIC STRATEGIES IN GREEN MARKETING

Анотація

There is growing awareness in the world of the need for a balanced approach to development, which would take into account both economic and environmental aspects. Sustainable development has become a key goal for many modern societies, and one of the most important tools for achieving it is ecological and economic analysis. This article is devoted to the consideration of the concept of environmental and economic analysis and its application at different levels, from enterprises to countries, in the context of sustainable development. For the first time, the explosion of industrialization and successive ecological crises drew attention to the importance of preserving natural resources and minimizing the negative impact on the environment. However, the development of the economy has always been the focus of society's attention, and there was a need for tools that allow us to evaluate the efficiency of the economy along with its impact on the environment. This is how ecological-economic analysis was born, which integrates economic and ecological indicators to create objective assessments of sustainable development. Environmental and economic analysis promotes a balance between environmental and economic goals. In this study, we focus on the concept and methodology of environmental economic analysis, and examine its benefits for businesses seeking to succeed in green marketing and ensure the sustainability of their business. Attention is focused on the concept and methodology of ecological and economic analysis, and its main indicators and indicators are considered. Examples of successful implementation of ecological and economic analysis at various levels are provided, and the practical experience of countries that use ecological and economic analysis to improve sustainable development is investigated. Challenges related to the complexity of measurement and lack of access to data were discussed and the importance of a balanced approach between economics and ecology, where both sides coexist in harmony, was highlighted.

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