Екологічний маркетинг як інструмент корпоративної соціальної відповідальності українського бізнесу

The modern vector of human development is focused on the greening of all its spheres. This has led, on the one hand, to a change in the system of value orientations of consumers, who today define environmental characteristics as key, and on the other hand, it has transformed the system of setting and solving tasks by producers, who must take into account the environmental component when making economic decisions. Combining and harmonizing the environmental interests of participants who form supply and demand, without leveling social, economic or ethical criteria, possibly using such an effective tool of corporate social responsibility as environmental marketing. This is precisely the subject of this study. Environmental marketing makes it possible to form new models of behavior among consumers. Through information, education and the creation of a positive experience of consuming eco-products, responsible business can contribute to changing society's attitude towards the rational use of natural resources and environmental protection. As a result, demand for eco-innovations is stimulated, the implementation of which forms the prerequisites for achieving the Sustainable Development Goals integrated into the CSR strategy of the enterprise. In the modern world, environmental marketing is a powerful tool that allows you to implement a socially responsible business model without losing its economic priorities, which emphasizes its key role in creating sustainable business practices. The full realization of the potential of environmental marketing involves the inclusion of economic entities at all levels in these processes - from individual consumers and producers to the state as a whole. The effectiveness of environmental marketing is expressed in increasing competitiveness, expanding sales markets, reducing costs through environmental innovations and improving the reputation of enterprises. At the same time, environmental marketing contributes to the formation of a social culture of sustainable development, contributing to the preservation of natural resources and ensuring the quality of life of future generations. It is environmental marketing that allows businesses to implement their CSR strategy and ensure a sufficient level of economic efficiency.