ENVIRONMENTAL ORIENTATION OF MARKETING ACTIVITIES AS A COMPONENT OF THE ENTERPRISE’S MARKETING POTENTIAL

Abstract

The article examines the role of the environmental orientation of marketing activities in the formation and development of an enterprise’s marketing potential. The relevance of the study is determined by the increasing importance of environmental factors in ensuring the competitiveness of enterprises, the strengthening of environmental requirements for production, the growing environmental awareness of consumers, and the spread of the principles of sustainable development. The essence of environmentally oriented marketing is revealed and the main directions of its implementation in enterprise activities are identified. It is established that the greening of marketing activities involves the use of environmentally safe production technologies, resource-saving approaches, environmentally friendly packaging, as well as the development of environmentally oriented marketing communications. Particular attention is paid to the relationship between environmental marketing and green logistics, which aims at optimizing logistics processes taking into account environmental requirements and the rational use of resources. The main directions of the influence of environmentally oriented marketing activities on the development of an enterprise’s marketing potential are summarized and the relevant marketing tools are systematized. It is determined that the integration of environmental principles into marketing activities contributes to the development of the innovative, communication, logistics, and reputational potential of enterprises. The practical aspects of the environmental orientation of marketing activities in Ukrainian wine industry enterprises are analyzed. It is shown that the use of regional natural characteristics in product positioning, the development of wine tourism, the emphasis on natural raw materials, and the formation of an environmentally oriented brand contribute to increasing product attractiveness for consumers and strengthening the market positions of enterprises. The main directions for strengthening the environmental orientation of marketing activities of enterprises are substantiated, including the implementation of environmental innovations in production, the development of green marketing communications, the application of green logistics principles, and the formation of environmental branding.