UK: Сучасні споживачі стурбовані перспективою змін навколишнього середовища. У результаті все більше клієнтів віддають перевагу екологічно чистим товарам та послугам. Бізнес-організації в усьому світі почали усвідомлювати зміни в уподобаннях споживачів і прагнути до екологічно чистих маркетингових практик. Однією з екологічно чистих концепцій є екологічний маркетинг, який застосований разом з іншими екологічними ініціативами, має позитивний синергетичний вплив на захист навколишнього середовища. Стаття присвячена актуальній темі дослідження переваг та забезпечення комерційних, екологічних і соціальних ефектів екологічним маркетингом в бізнес-структурах. Також розкрито особливості налагодження зв’язку підприємств із еколого свідомими споживачами одночасно з пошуком альтернатив збільшення прибутку.
EN: Currently, one of the priority tasks of marketing is the development of progressive mechanisms for meeting the needs of consumers in new environmentally-oriented ways of life, which ensures the production and sale of environmentally friendly products. Increasing attention to these problems in society, as well as ensuring the achievement of parity between the eco-nomic interests of business and the ecological and social needs of society, contributed to the expansion of a new conceptual approach to the organization of economic activity – ecological marketing. As a result, active implementation of elements of the ecological marketing concept is carried out in all complexes of marketing activities. In fact, every successful company, taking care of its image in society, focuses on the concept of ecological marketing. They were picked up and developed not only by foreign companies, but also by Ukrainian companies. To implement the concept of ecological marketing, domestic companies need a combination of a whole set of actions, among which we can highlight: 1) implementation of high standards (the company acts in accordance with the standards that regulate the use of natural resources); 2) environmental PR (the public, including partners, media and end consumers, should know the company's position from the point of view of ecology); 3) building loyalty (the company's concern for the environment allows it to gain a loyal audience that shares its stated prin-ciples; 4) introduction of new eco-technologies (the company can develop its own methods of zero-waste and safe produc-tion, as well as master existing ones); 5) production of eco-goods and services (development of goods that are manufactured without the use of harmful substances and that are not recycled); 6) establishing communications (ensuring two-way com-munication with consumers of ecological goods); 7) innovation support (may include sponsorship and informational support of start-ups and public initiatives aimed at environmental protection).
