THEORETICAL ASPECTS OF GREENING AND DIGITALIZATION OF AGRO-INDUSTRIAL ENTERPRISES

Abstract

The article highlights the process of developing the concept of environmental marketing from the standpoint of demand orientation. The reaction of entrepreneurship to consumer demands is highlighted, which is to reorient the business sector to environmentally oriented technologies in production and management, and the use of behavioral tools based on stimulating changes in consumption traditions in the direction of environmentally oriented. It was found that the concept of environmental marketing provides a focus on demand for sustainable development, responsible consumption and social responsibility of business. The existence of different definitions of marketing focused on green demand is noted, in particular, the names «ecological», «eco», «green», «balanced» are used. Summarizing the definition noted «green» thinking of domestic consumers, demand, especially for organic food. The process of transformation of interest in ecological goods and services into ecological demand and supply is presented. It is emphasized that entrepreneurs must independently form a stable demand for environmentally friendly products. This will ensure stable demand, profits and financing of eco-projects. The reason for the emergence of new PR-technology, which misleads consumers about the environmental friendliness of the product. This phenomenon is called Greenwashing and discredits producers.The evolution of the role of marketing in the agricultural complex under the influence of digitalization and its consequences for consumers are considered. The level of digital literacy and accessibility to technology also affects the possibility of implementing the concept of environmental marketing, in particular in the field of promotion. Relevant today is the reorientation of the business sector to environmentally friendly technologies in production and management, and the use of behavioral tools based on incentives to change consumption traditions, motivate the transition to environmentally balanced and harmonious consumption.