Key directions of greening entrepreneurship in the conditions of economic transformation

The subject of the research is the processes of greening entrepreneurship in the context ofeconomic transformation, including the introduction of environmentally friendly technologies, thedevelopment of green finance, the integration of corporate social responsibility, the transition to acircular economy and increasing environmental awareness among entrepreneurs and consumers.The aim of the research is to identify key areas of the greening process of entrepreneurship in thecontext of economic transformation, as well as to analyze the impact of environmental innovations, greenfinance, corporate social responsibility and circular economy on sustainable business development.The research methods include literature analysis, comparative analysis, induction and deductionmethods to study the areas of the greening process of entrepreneurship in the context of economictransformation.The results of the work show that greening entrepreneurship contributes to increasing theefficiency of business processes, improving the reputation of enterprises and ensuring their long–term competitiveness. The introduction of green technologies and principles of the circular economyhas been proven to be an effective tool for reducing the negative impact on the environment andcreating additional value for society.Scope of the results. The results of the article can be applied in the field of enterprise management,in particular in the process of developing sustainable development strategies, implementingenvironmental innovations and optimizing business processes. They are also useful for governmentagencies involved in environmental policy regulation and for scientists studying the problems of thecircular economy and sustainable entrepreneurship.Conclusions. The conclusions of the article emphasize the importance of the transition to a circulareconomy as an effective way to reduce environmental impact and increase the economic sustainabilityof enterprises. The proposed practical recommendations for the implementation of environmentalinnovations can contribute to sustainable business development and resource optimization.