Карп, Вікторія Сергіївна and Резнікова, Наталія Володимирівна and Іващенко, Оксана Андріївна (2023) Sustainable development of green marketing: an environmental and security imperative for international business as part of the global climate agenda Агросвіт (17). pp. 3-11. ISSN 2306-6792
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Abstract
The purpose of the article is to conceptualize green marketing and highlight its characteristic features under the influence of sustainable development with an emphasis on the imperative of ecology and safety as components of the climate change agenda for international business. Recognition at the mega-, meta- and macro levels of international economic policy, which gradually consolidated the green and climate agenda, environmental problems as a priority for solving the goals of creating sustainable systems of production and consumption, and, in particular, providing food and counteracting uncontrolled processes of international migration, has become another trigger for the further development of green marketing. The sustainable development stage of green marketing, which began in 2000, is characterized by initiatives that put forward special requirements for the consumption of products, in which the environmental impact would be moderate. In recent years, green marketing has become more and more radical, because it aims to cover all environmental costs in the process of production and consumption, and in fact tries to establish that the existing lifestyle of consumers does not call into question the survival of the next generations. In strategic documents, green marketing is hidden under the terms "future orientation", "fair trade", "ecological responsibility", "needs, not whims", "responsible consumption", "ethical consumerism", "socially responsible". Sustainable development involves the development of new markets for the sale of manufactured products while ensuring the necessary profitability of production and preserving the environment. It becomes more and more difficult to achieve this ratio as the productive forces develop, as production and its impact on the environment are increasingly burdened by environmental problems. A considerable part of entrepreneurs does not seek to invest the necessary funds in environmentally friendly technologies, so the contradictions between entrepreneurial activity and environmental protection are growing. These contradictions can be reduced through thoughtful marketing activities of entrepreneurs, enterprises, companies and firms. The marketing activities of business units should be focused on long-term activities to determine the needs of the market and specific consumers, the organization of production for these needs, while ensuring the proper quality, advertising and delivery of products to the consumer. Marketing research should determine for the enterprise real, strategic, including economic advantages or their absence. It is advisable to single out the benefits received by enterprises from the introduction and development of environmentally oriented marketing. The concept of green marketing highlights: (1) economic benefits: (a) cost reduction (savings due to reduced consumption of energy, natural and other resources; savings due to recycling, sale of by-products and production waste, which reduces the costs of waste disposal; more low rates of payment for resources, fines and amounts of compensation in court for environmental damage caused); (b) revenue growth (increased share of revenue from higher-priced green goods; Increased market share due to innovation and weaker competitors; brand new products that open up new markets; increased demand for traditional products that are less pollutes the environment; (2) strategic benefits: better image in the eyes of the public; product innovation; increased labor productivity; greater employee involvement in the environmental process and improved labor relations; creativity and willingness to solve emerging problems; more smooth relations with state authorities and local self-government, the public, the population and groups of "green"; reliable access to foreign markets; compliance with environmental requirements without unnecessary stress. Green marketing generates a request for greening the entire supply chain and manifests itself, including through green procurement, green logistics, green production, green distribution. Green marketing includes green supply chain management, product lifecycle management, product lifecycle management, and encourages the adoption of environmentally responsible business models. Green supply chain management can be implemented as a win-win strategy to gain profit and market share by minimizing waste and negative environmental impact, while improving the environmental performance of companies, which affects its position in sustainability ratings, which in turn determine the cost of access to capital and affect the loyalty of investors burdened with ESG sustainability criteria.
Item Type: | Article |
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Uncontrolled Keywords: | sustainable development; international marketing; green marketing; green economy; green finance; ESG investing; green logistics; international business; competition; environmental problems; climate policy; global development problems; international economic security |
Subjects: | Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН) |
Divisions: | Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет економіки та управління > Кафедра міжнародної економіки |
Depositing User: | Доцент Оксана Андріївна Іващенко |
Date Deposited: | 18 Sep 2023 08:11 |
Last Modified: | 18 Sep 2023 08:11 |
URI: | https://elibrary.kubg.edu.ua/id/eprint/45967 |
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