Використання Технологій Екологічного Маркетингу В Концепції Формування Політики Компаній Щодо Сталого Розвитку Компаній Та Грінвошинг

Abstract

The article defines the meaning of the concept of "ecological marketing", outlines the relevance of the introduction of the concept of ecological marketing into the system of the company's economic activity in modern conditions, with a focus on obtaining benefits in the long term. Measures for greening the company's economic activity through the introduction of modern innovative technologies aimed at reproduction and protection of the environment are proposed. Approaches to stimulating environmental demand through the formation of ecoawareness of the consumer are presented, the social and environmental effects of such activities are determined in the concept of the formation of companies' policy on sustainable development. Rational recreational nature use is defined as an important tool of ecological marketing, the implementation of which is a necessary direction of management in the conditions of ever-growing demand and unlimited needs. In accordance with the proposed directions of environmental marketing, specific measures, tools and approaches are defined, the implementation of which in the enterprise marketing complex contributes to the optimization of the enterprise's market positioning, as well as to the preservation and reproduction of the environment in accordance with modern challenges and realities of business. The article examines the conceptual foundations of the interpretation of the concept of "greenwashing" in the concept of forming companies' policy on sustainable development. The authors identified the main drivers and determinants of greenwashing as an ecological marketing technology. A study of greenwashing as an ecological method of managing company communications was conducted, and the types of communications were considered according to the criterion of implementing an ecological appeal. Environmental claims (lawsuits) of enterprises