ECO-TENDS AS A TOOL FOR FORMING ENVIRONMENTALLY RESPONSIBLE MARKETING

The article, in the context of Ukraine's course for integration into the European economic space, raises the problem of the formation of ecological marketing and the popularization of eco-trends. It is shown that business development in accordance with environmental standards and principles of sustainable development becomes a significant tool for the formation of environmental awareness. Environmentally responsible marketing, by implementing eco-trends, developing new products manufactured without the use of harmful and non-recyclable substances, popularizing ecological goods and services, establishing two-way communication with consumers of ecological goods and services, creating ecological production and minimizing non-recyclable waste, becomes an important factor in preserving the environment. The development of new strategies aimed at environmental friendliness by ecologically oriented marketing will allow companies to remain competitive in the global market. Synchronization of Ukrainian policies and legislation with relevant EU policies and legislation involves the implementation of sustainable development principles, including the following tasks for enterprises: increasing the share of alternative energy sources; reducing greenhouse gas emissions; preserving ecosystems; preventing the effects of climate change; reducing the production and consumption of energy-intensive products. Ukraine's accession to the European Green Deal creates a number of strategic opportunities for development for Ukraine and sets a number of requirements that may pose certain threats to business, including limiting the access of Ukrainian goods to EU markets and non-tariff barriers to trade due to non-compliance with environmental legislation. Environmental marketing, by popularizing eco-trends, creating new environmentally friendly goods and services, will help improve the image of companies. A company's serious attitude to environmental problems helps increase customer loyalty, conquer new consumer segments, and penetrate markets where compliance with the green deal is a priority.