ВИКОРИСТАННЯ ЕКО-БРЕНДИНГУ ВІТЧИЗНЯНИМИ ТОВАРОВИРОБНИКАМИ

Abstract

The purpose of the work is to develop the scientific basis for the implementation of eco-branding at the domestic enterprises. The object of the research is the general characteristics of eco-branding and its peculiarities in Ukraine. Research Methods. The research used such methods as analysis, synthesis, generalization and concretization. Results. The interpretation of the concept of eco-branding (environmental branding, green branding) is investigated. It is proposed to consider eco-branding as a process related to the optimal combination of production capabilities and marketing policy of an enterprise focused on greening the product by choosing the best ways to present the product to the consumer. The factors that influence the creation of environmental branding by domestic enterprises are identified. The main factors contributing to the development of organic production in Ukraine are described. The advantages of eco-branding directly in the financial sphere are presented. The structural relation "quality-price-ecology" is formulated. Marketing approaches in environmental branding are considered. Features of existence of eco-branding in Ukraine are revealed. Scientific novelty. The place of eco-branding in the financial and economic activity of the enterprise is determined. It is suggested to consider eco-branding through the key concepts - production and marketing. Practical importance. The scheme of functioning of eco-branding with the optimal combination of quality, price and environmental friendliness of the product has been developed, which allows the main categories that influence its positioning on the market. It is proposed to consider an effective eco-branding system as a constant value equal to 1. At the same time, 0.45 is attributed to quality (production); 0.35 - on price (marketing policy); determine 0.2 - for environmental friendliness. These values (ratios) may vary based on the individual characteristics of the enterprise (firm).