DIGITAL TECHNOLOGIES IN ADVANCING THE GREEN ECONOMY OPPORTUNITIES FOR GLOBAL BUSINESS AND FINANCIAL STABILITY

The development of the green economy has gained popularity due to the alarming increase in the consumption of natural resources, which has prompted the international community to create a new paradigm of economic activity in line with the sustainable development strategy. An equally important issue was the rapid development of digitalisation and its implementation in all areas of activity. The study therefore focused on the impact of digitalisation on the development of the green economy. The purpose of the study was to identify the positive and negative aspects of the impact of information technologies on the achievement of the principles of the green economy. The research methodology included methods of analysis, synthesis, systematisation, logical comparison and generalisation of results. Based on the analysis of the literature, it was found that there is no clear difference between the concepts of green economy and sustainable development. The primary objectives of sustainable development, as outlined in the Decree of the President of Ukraine, were subjected to thorough analysis. Furthermore, the key challenges hindering the attainment of these objectives, largely attributable to the ongoing war, were meticulously identified. The following conclusions were drawn: among the problems in achieving sustainable development goals, social, economic, political, environmental and organisational problems were identified. These included the growing economic crisis, the danger to people's lives, the destruction of infrastructure, the increase in unemployment, the number of internally displaced persons, the damage to the environment, education and entrepreneurship caused by active hostilities, the occupation of territories and rocket attacks. An investigation was conducted into the means of digitalisation that could be utilised to overcome the aforementioned issues. The following areas were examined: digital marketing, the development of online platforms for the purpose of searching for specialists and partners, educational, social and medical programmes, robotic demining of territories, applications for predicting energy efficiency and environmental friendliness of enterprises, and others. In addition, the negative aspects of the impact of information technologies on achieving sustainable development goals were identified. These include the growth of cybercrime, the security of personal data and financial transactions, the increase in the use of energy resources, and the growth of electronic waste. A proposal was made to improve the formula for determining the green economy development coefficient by determining the coefficients of digitalization productivity, the use of natural resources, and energy efficiency.