Climate agenda and global business environment: the role of green marketing in promoting the sustainable development goals

Резнікова, Н.В. and Карп, В.С. and Іващенко, Оксана Андріївна (2023) Climate agenda and global business environment: the role of green marketing in promoting the sustainable development goals Ефективна економіка (9). ISSN 2307-2105

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Abstract

The purpose of the article is to highlight the characteristic features of international marketing activities in the context of the imperative of sustainable development and the institutionalization of the climate agenda, which determines the revision of approaches to economic growth. It has been established that the climate agenda has a drastic effect on the global business environment: the approach to the perception of production factors, which, under the pressure of public opinion, may be boycotted, is changing; the approach to resource availability is changing, which affects the ability of companies to accumulate resources; the choice of one asset class against another is determined, which creates new and destroys established markets; the phenomenon of responsible consumption is being formatted, which affects consumer demand; the competitive environment and the balance of power in the market are changing; there is a revision of global value chains and global supply chains; approaches to regulatory support of economic activity are being reviewed in terms of strengthening environmental standards. It has been established that green marketing accompanies and accelerates the process of greening economic activity, which in turn is enhanced by the process of conscious greening of the international monetary and financial system, within which new tools are created for selecting capital recipients by goal-setting their activities and their involvement in the contribution to sustainable development and green ajendu. The contribution of green marketing to the achievement of the Sustainable Development Goals is considered. The taxonomy of sustainability and/or sustainability as a classification system that defines the activities, assets and income segments that ensure the achievement of key sustainable development goals is identified as an analytical tool for highlighting the scope of green marketing. It has been established that green marketing contributes to the solution of two tasks that directly correspond to the climate and sustainable goals: to improve the quality of the environment and to satisfy the needs of customers, avoiding the use of greenwashing policies. The effectiveness of the implementation of environmental measures and environmental management systems in the company is expressed in direct benefits that are associated with the ability to expand the product sales market, avoid unnecessary costs, reduce costs, save fixed assets, receive the necessary investments, and indirect ones, including improving the motivation of company employees, relations with the local population, the reputation of the company. The concept of ecological marketing is considered, which is one of the final stages of the concept of the formation of marketing in general and provides for the concept of the market, where environmental safety and rational use of natural resources act as a key link. The evolution of green marketing under the influence of climate change is considered and the following stages of its development are identified: ecological green marketing (the phase when companies deal with environmental problems and focus on reducing the destructive pressure on the environment); environmental green marketing (a phase in which the focus shifts to clean technologies that would help in the development of innovative products, waste management and pollution reduction); sustainable green marketing and socially responsible green marketing (the phase in which green marketing is recognized not as an ad hoc solution to a problem, but as an ongoing practice that promotes fair trade). The fundamental provisions in the development of an environmentally oriented marketing concept are: (1) defining the goal of marketing, taking into account environmental requirements; (2) fixing the concept of marketing; (3)formulating the marketing goal; (4) setting target priorities; (5) integrated planning of marketing activities; (6) analysis and clarification of all other individual measures in the integrated policy of the enterprise; (7) verification and control of marketing; (8 )creation of prerequisites for the successful implementation of the developed strategies; (9) creation and development of a system of industrial environmental control; (10) development and introduction into the practice of the enterprise of special incentives to achieve certain goals. Ambiguity and lack of unified approaches to defining what falls under the criterion of "green" creates additional institutional pressure on business and investors during their cross-border activities and prevents the unification of green marketing strategies.

Item Type:	Article
Uncontrolled Keywords:	sustainable development; sustainable development goals; green taxonomy; climate policy; international marketing; green marketing; sustainable marketing; green finance; sustainable financing; competitive environment; greenwashing
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:	27 Sep 2023 07:07
Last Modified:	27 Sep 2023 07:07
URI:	https://elibrary.kubg.edu.ua/id/eprint/46066

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