DEVELOPMENT OF THE CONCEPT OF GREEN MARKETING AS A TOOL FOR APPROACHING THE SOCIALLY RESPONSIBLE CONSUMER

Abstract

The article examines the main principles of the concept of green marketing, the main ideas and tools of its development. The concept of green marketing itself is relatively new, which actualizes the need for its research and creates prospects for implementation by business participants who strive to be socially and environmentally responsible. The author examines the direction of economic development, which looks quite promising due to the fact that more and more people are implementing the idea of a healthy lifestyle. And this cannot be bypassed by the concept of green marketing, which is aimed at meeting these needs. The article examines the concept of green marketing as "green product" and "green advertising". The concept of "green product" directly indicates that it was grown in the most ecological conditions and it meets all the verification criteria. The concept of "environmental advertising" is somewhat more difficult to understand. This type of advertising is designed to sell a product without a direct call to buy and use antisocial means. "Green advertising" involves highlighting the impact of a "green product" on a person through the use of images and symbols that do not affect the feelings of consumers. In this context, "green marketing" is a somewhat broader embodiment of "green advertising". "Green marketing" implies an active attitude towards caring for the environment. However, here ecology means not only the environment, but also communication with consumers at all levels. Particularly high requirements are placed on suppliers and manufacturers of products. If at least one of these stages does not meet environmental standards, it will be difficult for such a business to survive, develop and attract new customers. At this stage of market development, customers prefer companies that develop in an ecological direction and embody the idea of "green marketing" at every stage of the path from manufacturing products to delivering them to customers.