Low-carbon development as a strategic approach to positioning an enterprise in the market

Abstract

The integration of carbon neutrality into the enterprise's strategic management system is a topical issue. Purpose. The article is devoted to the study of a strategic approach to positioning an enterprise in the market in the context of its low-carbon development. Method (methodology). The following methods were used to conduct the study: analysis and synthesis to consider regulatory measures for the transition to carbon neutrality in Ukraine and the European Union; deduction and induction to identify market mechanisms for reducing greenhouse gas emissions; epistemological approach to determine the structure of low-carbon markets; method of dialectical cognition to build a chain of conscious consumption. Results. The article examines regulatory measures for the transition to carbon neutrality in Ukraine and the European Union. The market mechanisms for reducing greenhouse gas emissions are identified. The necessity of applying a strategic approach to the positioning of an enterprise on the basis of low-carbon development in the context of developing voluntary carbon markets is established. The structure of formation of low-carbon markets is presented, which provides for the transition to low-carbon development of enterprise as a strategic approach to its positioning in the market. It is determined that ensuring the low-carbon development of enterprises involves the interaction of all market participants in the development, production and consumption of low-carbon goods and services. A chain of formation of conscious consumption is built, the springboard of which is the formation of common values between consumers and enterprises, consisting in the production and consumption of environmentally friendly and carbon-neutral products and services. Prospects for the study are to identify the components of the enterprise's transition to low-carbon development.