Імперативізація ідей сталого розвитку в зеленому маркетингу: міжнародний бізнес в координатах етичного споживання і справедливої торгівлі

Карп, В.С. and Резнікова, Н.В. and Іващенко, Оксана Андріївна (2023) Імперативізація ідей сталого розвитку в зеленому маркетингу: міжнародний бізнес в координатах етичного споживання і справедливої торгівлі Інвестиції: практика та досвід (18). pp. 18-25. ISSN 2306-6814

[thumbnail of V_Karp_N_Reznikova_O_Ivashchenko_Inv_18_2023_FEU.pdf] Text
V_Karp_N_Reznikova_O_Ivashchenko_Inv_18_2023_FEU.pdf - Published Version

Download (1MB)

Abstract

The purpose of the article is to highlight the characteristic features of green marketing as a consolidator of the principles of moral consumption and fair trade and to determine its contribution to solving the problems of sustainable development. The article deals with the phenomenon of coffee activism, which is associated with the concept of fair trade and contributes to an increase in the average consumer's sense of responsibility for the choice he makes. Environmental and moral marketing contributes to the spread of manifestations of political consumerism, while there are no significant changes in traditional business models. Fairtrade branding of products has, among other things, a clear commercial motive. But the question is whether the process of commercialization of the fair trade market will transform into a new political movement for fair trade and whether the rules of international trade will be revised as a result. Green marketing is defined as a tool to stimulate moral purchases. Proponents of traditional business models have sharply criticized fair trade, accusing its apologists of abusing "ethical and green marketing" when the consumer is used as an agent of change. From a practical point of view, green marketing contributes to the imperative of sustainable development in the philosophy of strategic management of companies: (1) in the concept of national marketing, green marketing is defined as a priority direction of development; (2) in the concept of export marketing, green marketing is defined as a strategic expansion model; (3) in the concepts of international and global marketing, green marketing acts as a philosophy of activity and the imperative of sustainability. The factors that increase the demand for green marketing include: an appeal to moral obligations to society and to future generations; government policies promoting programs to promote the production of organic products; consumer preferences; growing trend of moral consumption; climate issues that make it difficult to replicate traditional business models. The emergence of the concept of environmental marketing is due to a number of prerequisites, which include: deceptive “cheapness” of natural resources and energy; reassessment of the possible level of the natural resource potential of the regions and the planet as a whole; significant underestimation of economic damage from environmental pollution; ignoring the situation of overexpenditure of the potential of the environment; unwillingness to take into account the real threatening magnitude of environmental risk; degradation and severe depletion of natural resources, irreversible for a number of resources; pollution of the biosphere to a level that is extremely life-threatening. The development of an environmentally oriented marketing concept is a necessary condition for ensuring competitiveness, social and environmental responsibility of the enterprise. At the same time, following certain conditions and rules, the enterprise environmental and economic gains can be achieved simultaneously. Otherwise, the negative consequences of the violation of the conditions of "balance" between ecology and the economy, allowed in order to achieve unilateral advantages, will manifest themselves. What matters is the fundamental non-traditional principle of the ecological concept of the market: there is no shortage of raw materials, there is a shortage of healthy economic solutions and technologies. The matrix of green marketing strategies is considered, in which various options for green strategies are determined in accordance with the degree of importance of the green market for both the industry in which the organization operates and for a particular organization, depending on its ability to differentiate the line of products or services, taking into account the green agenda. It is noted that the choice of one of the four strategies will be influenced by both the factor of importance of implementing the green marketing strategy for competitive advantage, and the degree of impact of the implementation of the green marketing strategy on the economic activity of the company.

Item Type: Article
Uncontrolled Keywords: sustainable development; fair trade; green economy; environmental policy; green market; international marketing; green marketing; sustainable marketing; green finance; competitive environment; business strategies; green growth; ethical consumption
Subjects: Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Index Copernicus
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: 25 Sep 2023 07:42
Last Modified: 25 Sep 2023 07:42
URI: https://elibrary.kubg.edu.ua/id/eprint/46028

Actions (login required)

View Item View Item