Theoretical Prerequisites for the Formation of the Concept of Environmentally Responsible Marketing

Problemi Ekonomiki

Radchenko Hanna A.¹  Kniazieva Tetiana V.² 

[1] Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, National Aviation University ;Doctor of Sciences (Economics), Associate Professor, Professor, Department of Marketing, National Aviation University;

关键词: “green” marketing;    environmental marketing;    environmentally responsible marketing;    marketing concepts;    corporate social responsibility;   

DOI  :  

来源: DOAJ

【 摘 要 】

The aim of the article is to study the evolution of theoretical approaches to the problems related to the ecological and economic interaction of economic entities and clarify the essential characteristics of the economic component of environmentally responsible marketing. By analyzing, systematizing and summarizing scientific works of domestic and foreign scientists, the evolution of marketing concepts is considered, the views of researchers on the definition of the concepts “social marketing”, “environmental marketing” are systematized. As a result of the research, the advantages and disadvantages of the existing definitions of “green” marketing are highlighted. The main characteristics of the concept “environmentally responsible marketing” are formulated in the context of the concepts of sustainable development and socially responsible marketing. Prospects for further research in this area are: the infrastructure of environmentally responsible marketing; a conceptual justification of the methodology for building an environmentally responsible marketing system; factors and models of modern economic growth with consideration for the environmental factor, etc.

【 授权许可】

Unknown