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The article explores the role of eco-marketing in shaping competitive strategies within the energy sector, highlighting its impact on pricing, sales, and operational costs. Topics discussed include the integration of eco-marketing into business strategies, its effects on competitive advantage, and its influence on sustainable practices in energy companies.

By embracing a holistic approach to agriculture and land use and influencing environmental marketing practices, permaculture has been found to provide a more comprehensive and interconnected understanding of sustainable development. It is noted that ecological practices, which are the basis of organic food production, create an attractive climate for investment, taking into account the annual growth of global demand for organic products. The ways of eco-marketing development in the conditions of sustainable innovative development of organic agricultural production of Ukraine, which are considered a priority for the further development of the agro-industrial complex, under the influence of the concept of permaculture for the promotion of organic production products created by environmentally friendly means and technologies at all stages of the life cycle, have been determined. Innovative approaches for the sustainable development of modern organic agricultural production with the possibility of using permaculture design are analyzed. Also, to support the sustainable development of organic export-oriented production in Ukraine, manufacturers are actively introducing leading Ukrainian startups into their activities. It is noted that organic certification should contribute to the development of internal and external organic markets, taking into account the best practices of international experience. It has been studied how the vision of modern eco-marketing affects the promotion of products of organic productions that have organic certification in Ukraine. It is shown how the ranking of organic brands is formed by marketing experts in several stages and companies are evaluated according to the volume of production and sales in the domestic market, as well as according to the presence of brands in retail chains. A description of t he TOP-10 organic brands of Ukraine in 2023 is given. A SWOT analysis and an analysis of driving forces for the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production under the influence of the concept of permaculture were carried out. The main directions of the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production of Ukraine are determined. The research is aligned with and contributes to global sustainable development goals, including those related to responsible consumption and production, climate action and global partnerships, emphasizing the interconnectedness of environmental and social aspects of organic agriculture. [ABSTRACT FROM AUTHOR]

The successful development of enterprises is based on many factors, and today, global environmental problems, the depletion of natural resources, global warming, and overpopulation are highlighting the importance of eco-innovation for sustainable development. The purpose of the study was to investigate the essence and significance of eco-innovations for the sustainable development of Ukrainian enterprises, in particular, considering the consequences of the 2022 military aggression against Ukraine. Research is generally based on methods of analysis, synthesis, abstraction, generalisation, and explanation. Prerequisites for the introduction of eco-innovations are established by the following groups of factors that put pressure on business: economic, regulatory, market, and socio-environmental. Three key groups of effects of eco-innovations (environmental, economic, and social) are identified and the advantages and disadvantages of their implementation for business are analysed in detail. As the analysis and successful global examples have shown, eco-innovations provide an increase in customer and employee loyalty, increase sales and improve the brand image, and so on. At the same time, the following disadvantages are mentioned: significant costs; technical, technological, and regulatory difficulties; rising prices for goods, and in addition, there are additional specific obstacles in Ukraine. Although many Ukrainian companies successfully introduce innovations, in general, it is shown that they lag behind firms in developed countries in terms of technological efficiency and sales of high-tech products. Ukraine has already achieved quite significant positions in the Environment Performance Index 2022 on the way to implementing the European Green Deal. However, the Russian invasion of Ukraine in 2022 negatively affected the state of its economy, environment, science and innovation. The practical value of the study is to provide recommendations for the sustainable development of Ukraine based on the European Green Deal and innovative global eco-approaches

This manuscript concerned customer recognition of biodegradable packaging. The authors of this study took up this issue due to its topicality and importance for enterprises and customers. The authors conducted a survey among consumers that showed how customers perceived 100% biodegradable packaging. It explored the role of these packages in marketing activities in the organic products market. The purpose of this article was to determine customer awareness of 100% biodegradable packaging. A diagnostic survey with a sample of 1000 respondents was used. The survey results indicated that customers declared environmentally friendly attitudes; however, they were not always able to recognize biodegradable packaging. Providing correct answers on this topic did not depend on gender, health status, or place of residence, only on the age and education of respondents. The research results may have both practical and theoretical implications. The results contribute to the development of management sciences. The conclusions from the manuscript allow producers, not only in food, to design new, biodegradable packaging in accordance with the feelings and expectations of consumers. Thus, it can contribute to increasing the demand for products in ecological packaging. [ABSTRACT FROM AUTHOR]

It has been established that the demand for organic products creates a clear offer on the market as a product of natural origin and manufactured in compliance with the requirements of current legislation in the field of organic production and the circulation and labeling of organic products, therefore the study of the impact of the modern eco-marketing strategy on the development of organic production is extremely relevant, especially when organic production becomes a priority while planning a development strategy of the Ministry of Agrarian Policy and Food of Ukraine. It was found that the export capacity of Ukraine remains at a high level, and the demand of domestic and foreign markets for organic products differs significantly within a separate marketing season. The basic aspects of the circulation of organic products, as well as the strategy of modern ecomarketing regarding its promotion on domestic and foreign markets, are analyzed. The increase in the consumption of products of natural origin, as a result of raising the vision of eco-marketing to the rank of a global trend, stimulates the development of organic production and the recovery of agribusinesses affected by a full-scale war in order to maintain Ukraine's position as the world's leading exporter of organic products. The impact of the modern eco-marketing strategy on the development of organic production in Ukraine through the promotion of its vision as a global brand of production and consumption of goods and services is studied. It is shown that ecomarketing relies on an established strategy, which is a synergy of the following main approaches: marketing of goods and services taking into account environmental standards; marketing of ecological goods and services as a reflection of the ecological needs of the population; marketing of natural conditions and resources and marketing of nature use; marketing of environmental protection activities and habitat reproduction; and marketing of environmental knowledge and technologies. The main requirements for establishing compliance of production and/or circulation of products with the requirements of Ukrainian legislation in the field of organic production, circulation and labeling of organic products, as well as with the requirements of the Regulation of the European Parliament and the Council of the EU on organic production and labeling of organic products are defined. [ABSTRACT FROM AUTHOR]

In today's commercial world, ecological concerns have become increasingly essential. A lot of governments care about environmental issues. Sustainable development that doesn't harm the environment is a major concern for companies today. The term "green marketing" describes the strategy of promoting and selling goods and services because of their positive impact on the natural world. Either the product or service itself is environmentally friendly, or the manufacturing process, packaging, and marketing are modified to be more eco-friendly. Concerns about how products harm the environment have recently been expressed by both manufacturers and consumers. Lead-free paint, organic foods, and low-power (or "energy-efficient") electrical equipment are examples of products that consumers and manufacturers are focusing on as being "green" or ecologically friendly. Additionally, the importance of the green marketing idea is becoming more and more apparent to marketers. Though numerous green marketing studies have been conducted globally, there hasn't been much academic research on consumer perception and preferences in India. This study explores consumer green ideals, environmental knowledge, green behaviours, and green products in addition to providing a brief review of environmental challenges. This article emphasises consumer views of and favorites for green marketing tactics and goods through the use of a planned questionnaire. To study was lead on 702 respondents. Customers demonstrated a high level of knowledge about eco marketing tactics and products. The respondents also showed strong environmental values. Research has offered helpful insights for green product marketers owing to the great perceived eco cost amongst customers, and it emphasises essential for creating marketing communication campaigns promoting green products. [ABSTRACT FROM AUTHOR]

In order to be competitive on the tourism market, hotels adopt different strategies. An intelligent and relatively new strategy that is adopted in the hotel market in Romania is the use of the ECO concept, the goal being to achieve sustainable development and sustainable tourism, involving a series of socio-economic benefits. One of the first accommodation units in Romania to use this strategy is Vega Hotel in Mamaia, a 5* hotel, which was awarded the Eco-Hotel Management System certification by Tuv-Rheinland Romania in the summer of 2009. This paper, through a market research, analyzes the views and attitudes of tourists on the use of the ECO concept in the hospitality industry.

The aim of the article. The aim of the article is determination of the areas of industrial enterprise’s development and detection of the specificity of their activity in terms of environmental priorities. The results of the analysis. The analysis of the research and publications of the leading scholars on the eco-marketing’s problem was conducted. The main factors of eco-marketing’s mechanism use were considered. Eco-marketing was determined as an important tool of the enterprises’ modern production behavior correcting. Nowadays enterprises in Ukraine have to act according to modern production requirements, provide ecological safety and implement eco-marketing. The infrastructure of eco-marketing was built. The components of ecomarketing were distinguished. They are: eco-technologies, eco-product, eco-services, eco-consumers. The definition of «eco-consumer» was improved. The four areas of ecomarketing were identified: I – eco-services – eco-consumer; II – eco-Products – eco-consumer; III – eco-technologies – eco-product; IV – eco-technologies – eco-service. It was supposed that while analysing of the enterprise’s activities the influence of eco-marketing as a complex of influencing factors must be taken into consideration. Also it was determined that it is possibile to take into account the effect of «decoupling» in four areas of eco-marketing. The effect of «decoupling» was considered as an indicator of the region (the enterprise) transition to a green economy. It is proposed to calculate the effect of «decoupling» by means of an integral index. The main points of the mathematical set theory application for the analysis of the eco-marketing’s infrastructure components was allocated. It was supposed that the number of eco-consumers is set A, number of eco-products on the market is set B, the overall volume of eco-services in the area is set C and D is set that defines consumers which buy and consume not only eco-products and eco-services, but also other products. The graphic display of sets of eco-marketing components was provided. The need to phased the use of eco-marketing in industrial enterprises was approved. It can be proved due to the fact that the majority of industrial enterprises of Ukraine can not (both in terms of technology process, and need to attract sufficient number of resources, both material and non-materia), completely switch to producing of environmentally safe products and its promotion in the market. To apply eco-marketing and to display products it's necessary for the enterprise to implement marketing strategies. Based on these studies the matrix design of eco-marketing strategy was suggested. It was proved that selection of industrial enterprise eco-marketing strategy depends on the needs and interest of the products consumer (the interest of the consumer can be both psychological and physical). Conclusions and directions of further researches. As a result of the analysis, it was proposed to divide industrial enterprises on two types: environmentally dangerous and environmentally oriented. Industrial enterprises renovation and their modernization should be conducted considering environmental component. It will help to avoid an environmental catastrophe and use ecomarketing tools not only on the markets of industrial enterprise’s products.

Eco-marketing has grown significantly in recent decades and its importance has been shaped by consumer perception and awareness of environmental issues. Therefore, the present paper focused on young Romanian consumers in order to find out their perceptions about the environmental threats and how efficient the use of environmental marketing for environmental NGOs would be. Through the objectives of this research, we wanted to identify: the level of knowledge of young people about current environmental issues and the effective ways of promoting environmental campaigns by non-governmental organizations set up for this purpose in order to increase their competitiveness. Thus, it has been established that marketing strategies used by environmental NGOs need new and innovative tools to capture the attention of the younger generation. [ABSTRACT FROM AUTHOR]

The article considers main marketing technologies of building competitive advantages by enterprises that produce Ukrainian mineral waters. It considers individual innovations of the conceptual (eco-marketing) and applied (branding, benchmarking and competitive reconnaissance) nature with consideration of their significance for participants of this market. It offers directions of increasing the innovation component of topical marketing technologies with the aim of implementation of their results into management of competitive advantages of enterprises. It draws a conclusion about a necessity of: reducing evident and growth of a number of latent competitive advantages, based on intellectual technologies, and also development and realisation of a conceptual model of providing marketing innovations in the system of managing competitive advantages of enterprises; and formation of the system of monitoring marketing innovations with the aim of development of additional services and means of building competitive advantages of enterprises that produce mineral waters.

In order to be competitive on the tourism market, hotels adopt different strategies. An intelligent and relatively new strategy that is adopted in the hotel market in Romania is the use of the ECO concept, the goal being to achieve sustainable development and sustainable tourism, involving a series of socio-economic benefits. One of the first accommodation units in Romania to use this strategy is Vega Hotel in Mamaia, a 5* hotel, which was awarded the Eco-Hotel Management System certification by Tuv-Rheinland Romania in the summer of 2009. This paper, through a market research, analyzes the views and attitudes of tourists on the use of the ECO concept in the hospitality industry. [ABSTRACT FROM AUTHOR]

Environmental marketing (Eco-marketing), as a relatively new movement, emerged at the beginning of the 20th century, is in the growing phase of its development. Eco-labeling and other ways/types of eco-marketing are attracting more attention of consumers, since they are aware of the necessity of nature conservation and environmental protection. There has been a lot of misunderstanding and miss leadings in interpretation and substantiation of ecomarketing claims in previous period of time. One of the most concrete improvements in eco-marketing was appearance and establishment of ISO 14020 guidelines. ISO 14020 guidelines are integral part of ISO 14000 series of standards, which could be implemented in eco-marketing. At the same time, development of "green" products and marketing of "green" products, are direct positive contributions to resources reduction, environmental protection and sustainable economic development. Companies designing this kind of products can expect better position on the market, improvement of competitiveness, reduction of expenses (less raw materials, less waste, less harmful effects on the environment), raising corporate social responsibility, higher export.

Organizations around the developed world are facing pressure from governments, international agreements, society and various stakeholders, to improve their behavior towards the natural environment. The application of environmental management tools may be an important step towards sustainability and the preservation of environmental values, however marketing could be the key – with the help of information and communication technologies (ICT) – in publicizing and spreading these ideas thus forming customers’, stakeholders’ attitude in this respect.The aim of this study was to define the concept of environmental consciousness and environmentally conscious behaviour, then to present the shift the traditional marketing philosophy towards the sustainable marketing approach, finally to analyse two top sporting goods manufacturers’ (Nike, Adidas) environmental management tools with the help of data gained from their web sites, reports, case studies. Interpreting environmental consciousness is difficult without knowing the attitude to it. In spite of that it is important to distinguish between environmental consciousness and environmentally conscious attitude, because consciousness often appears in attitude influenced by other, outer effects.The environmental conscious attitude of companies in itself is not enough for making use of the advantages deriving from a positive environmental concern. They need to pursue more active communication, to „green” the whole of marketing activities. Thus marketing seems a possible means to naturalize and expand environmental protection both among customers and in company practice. According to the analysed companies, we need to say, that they are commitment with the environmental protection. They are used state-of-theart technologies to make their activity greener and introduce these with full particulars, examples e.g. ColorDry technologies, Better Cotton, The Framaprene ECO heel. Either Nike, Inc., or Adidas Group realised that ICT have the ability to improve efficiency and cut the use of material goods, thus reducing energy demands and the burden upon the environment. JEL code: Q01

The aim of the article. The aim of the article is determination of the areas of industrial enterprise's development and detection of the specificity of their activity in terms of environmental priorities. The results of the analysis. The analysis of the research and publications of the leading scholars on the eco-marketing's problem was conducted. The main factors of eco-marketing's mechanism use were considered. Eco-marketing was determined as an important tool of the enterprises' modern production behavior correcting. Nowadays enterprises in Ukraine have to act according to modern production requirements, provide ecological safety and implement eco-marketing. The infrastructure of eco-marketing was built. The components of ecomarketing were distinguished. They are: eco-technologies, eco-product, eco-services, eco-consumers. The definition of «eco-consumer» was improved. The four areas of ecomarketing were identified: I - eco-services - eco-consumer; II - eco-Products - eco-consumer; III - eco-technologies - eco-product; IV - eco-technologies - ecoservice. It was supposed that while analysing of the enterprise's activities the influence of eco-marketing as a complex of influencing factors must be taken into consideration. Also it was determined that it is possibile to take into account the effect of «decoupling» in four areas of eco-marketing. The effect of «decoupling» was considered as an indicator of the region (the enterprise) transition to a green economy. It is proposed to calculate the effect of «decoupling» by means of an integral index. The main points of the mathematical set theory application for the analysis of the eco-marketing's infrastructure components was allocated. It was supposed that the number of eco-consumers is set A, number of eco-products on the market is set B, the overall volume of eco-services in the area is set C and D is set that defines consumers which buy and consume not only eco-products and eco-services, but also other products. The graphic display of sets of eco-marketing components was provided. The need to phased the use of eco-marketing in industrial enterprises was approved. It can be proved due to the fact that the majority of industrial enterprises of Ukraine can not (both in terms of technology process, and need to attract sufficient number of resources, both material and non-materia), completely switch to producing of environmentally safe products and its promotion in the market. To apply eco-marketing and to display products it's necessary for the enterprise to implement marketing strategies. Based on these studies the matrix design of eco-marketing strategy was suggested. It was proved that selection of industrial enterprise eco-marketing strategy depends on the needs and interest of the products consumer (the interest of the consumer can be both psychological and physical). Conclusions and directions of further researches. As a result of the analysis, it was proposed to divide industrial enterprises on two types: environmentally dangerous and environmentally oriented. Industrial enterprises renovation and their modernization should be conducted considering environmental component. It will help to avoid an environmental catastrophe and use ecomarketing tools not only on the markets of industrial enterprise's products. [ABSTRACT FROM AUTHOR]

This paper tries to solve the complex problems of developing the environmental performance. The eco-marketing is the marketing that defence the ecology. It includes all activities involved in obtaining social acceptance of environmental ideas, the public and private conduct appropriate environmental requirements. This study has an important role both in the short and long term, by rethinking the relationship between marketer and consumer, targeting both consumers, businesses and society constantly. The essential aim of this article is the integration of environmental awareness, which can stop the degradation and disappearance planet. So running through adoption and implementing the eco-marketing can increase the environmental performance of developing and maintaining a competitive economy. [ABSTRACT FROM AUTHOR]

Abstract: Using market data, we assess the effectiveness of an eco-marketing campaign on purchases of ‘green’ vehicles. The eco-marketing was designed as a quasi-experiment, having one region exposed to the marketing while the other region was the control. A two-level nested-logit model consistent with utility maximization reveals the campaign had short-term positive effects on green-car sales. Results also indicate green-car buyers come from highly educated communities. Age has a positive but non-linear effect on green car sales. [Copyright &y& Elsevier]

Today, using a sophisticated publicity, corporations aim to generate an image of respect to the environment in consumer's minds. These images do not necessarily match with reality. It is called \"Greenwashing\" when a company amplifies selectively information with an environmental positive connotation aiming to produce a distorted image with a \"green\" bias. This article pretends to analyze these phenomena and to evaluate their existence, importance and influence on consumer's decisions through the design of a methodology and piloting it with a population of students. The results point out that the images transmitted by the publicity of five selected corporations contrasts with examples of poor management, and this manipulation affects the perception of the surveyed students. Students of environmental sciences present a slightly higher resistance against Greenwashing because of their formation, but the majority incorporates the official discourse based on corporate public relationship. [ABSTRACT FROM AUTHOR]

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This study attempts to verify whether green-marketing efforts of companies are recognised by the Polish customer in social media—a vital marketing communication channel. For businesses, this awareness carries important implications for the effectiveness and profitability of the eco-marketing campaigns. This study employed survey methodology, which was coupled with participant observation of online ecology-centred communities. It is shown that the economic aspect of green marketing is valued by customers and they are quite observant with respect to such expressions of eco-marketing as eco-organic product packaging or production in the spirit of zero-waste technology. The results indicate that eco-marketing activities should be predominantly targeted at women because they are more likely to take note of the message. The statistical part of the study utilises the Chi-square (χ2) test (significance level α = 0.05) and the gamma distribution. Eco-marketing activities appear to attract notice in social media, but not yet as much as presumably desired. Gender is shown to correlate with respect to questions regarding the noticeability of zero-waste activities and pro-ecological activities in social media. Women display higher awareness of "zero-waste" and pro-ecological social media campaigns. In the aggregate, those who perceive "zero waste" as a lifestyle include women, who are more observant. [ABSTRACT FROM AUTHOR]