УДК 658.8
JEL: Q57

Н. С. Косар, Т. М. Гап’як, М. Р. Федунь
Національний університет “Львівська політехніка”

НАПРЯМИ РЕАЛІЗАЦІЇ КОНЦЕПЦІЇ ЕКОЛОГІЧНОГО МАРКЕТИНГУ В УМОВАХ СОЦІАЛІЗАЦІЇ ЕКОНОМІКИ

© Косар Н. С., Гап’як Т. М., Федунь М. Р., 2017

Визначено передумови розвитку концепції екологічного маркетингу в Україні. Встановлено, що її розвиток повністю узгоджується з концепцією маркетингу цінності, у якій основний акцент робиться на орієнтацію на людину та її бажання. Детально проаналізовано такі напрями реалізації концепції екологічного маркетингу, як зменшення викидів у довкілля, розвиток нетрадиційної енергетики, збирання та переробка сміття, екологічно чиста продукція і упаковка, сільський зелений туризм на підставі вивчення зарубіжного та вітчизняного досвіду. Подано пропозиції стосовно активізації просування екологічних продуктів в Україні через об’єднання зусиль суб’єктів господарювання та регіональних органів влади та управління.
Ключові слова: екологічний маркетинг, переробка сміття, нетрадиційна енергетика, екологічно чиста продукція та упаковка, сільський зелений туризм.

DIRECTIONS IMPLEMENTING THE CONCEPT
OF ECOLOGICAL MARKETING IN CONDITIONS
OF SOCIALIZATION OF THE ECONOMY

© Kosar N., Hapiak T., Fedun M., 2017

Recently in developed countries is growing demand for environmentally friendly products and packaging, green energy, green rural tourism, much attention is given to recycling. Summarizing the current state of environmental marketing in Ukraine should study and adaptation of the world, including the European experience in this area to the Ukrainian environment. The development of the concept of environmental marketing is consistent with the concept of value marketing, which focuses on the orientation of the man, his desire and when desire to improve the financial performance of companies is combined with corporate social responsibility. Active development of the concept of environmental marketing cause marketing, social, environmental, economic, and technological factors.
The purpose of this article is to analyze the main directions of environmental marketing concept in the world and in Ukraine, development of recommendations for the active use of the concept of domestic enterprises.
Environmental marketing – a kind of marketing which caused the emergence of environmental needs of the population due to the deterioration of the environment, aimed at meeting the needs of consumers through the exchange of goods, services, information that does not violate the ecological balance of the environment and does not harm human health or the society as a whole. Concept environmental marketing can be viewed in different ways: emissions into the environment; alternative energy; organic products, packaging reversible; green tourism and so on.
If Ukraine recycle at least 50 % of waste, it would provide additional income from the sale of recycled materials at a rate of nearly 3,3 billion. UAH. Active use of the regions of modern methods of recycling involves primarily the mechanism of separate collection, transportation, processing and disposal of waste at the same time is a prerequisite for reducing their harmful effects on the environment and public health. It would be well to learn from the experience of Western Europe and the USA in the field of environmentally friendly technologies of waste to generate electricity. Toward recycling should increase environmental awareness in Ukraine.
In terms of deterioration of relations with Russia, the growing problem of energy supply, increasing emissions of conventional energy in the environment important for domestic companies to use alternative energy sources.
Environmental Marketing also provides for the production of environmentally friendly products and packaging. Using natural materials and natural production Bio-packaging.
Toward environmental marketing is also necessary to develop ecological tourism – rural green tourism. Today travel companies are not very interested in the development of green tourism (excluding cooperation with elite cottages) because of this cooperation are small commission. Therefore, there must first show interest to local authorities and management through active promotion of such products on the market. It is necessary to use a differentiated approach, tailored to suit different target groups of tourists.
Implement basic concept of environmental marketing in their activities should as separate entities in order to enhance their image and adherence to their customers and regional authorities and administration. Only a comprehensive approach to address environmental issues in current conditions can ensure success.
Key words: ecological marketing, recycling, alternative energy, environmentally friendly products and packaging, rural green tourism.

Література – 18