期刊名称：Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університет
印刷版ISSN：2415-3974
电子版ISSN：2664-2670
出版年度：2018
卷号：8
期号：2
页码：143-148
DOI：10.32434/2415-3974-2018-8-2-143-148
出版社：State Higher Educational Institution “Ukrainian State University of Chemical Technology”
摘要：The content of environmental marketing and its contribution to the social responsibility of the enterprise has been clarified in the article. It is proved that ecological marketing, on the one hand, is a kind of concept of socially responsible marketing, and on the other – an instrument for achieving the goals of social responsibility of the industrial enterprise in relation to the environment. The conclusions are based on the generalized theoretical approaches of well-known scientists and directives on social responsibility (ISO 26000: 2010). The analysis of scientific works and current consumer trends gets an opportunity to suggest that the industrial market is gradually moving from the market from asymmetric to market with symmetric information. The access of consumers, both industrial and final customers to diverse Internet sources, fierce competition requires the transparency of business, maintaining a positive reputation due to a careful attitude towards the ecology, adherence to the principles of eco-oriented management. According to numerous studies, modern consumer takes care about his or her habitat and attitudes more loyal to manufacturers who adhere to the principles of environmental production, sustainable consumption and development. The article clarifies the main directions and tasks of the long-term orientation of the industrial enterprise on the ecologization of its activities. The implementation of these tasks requires the elaboration of the tools of environmental marketing, to take into account the information, the article has structured the tools of environmental marketing in accordance with the direction of orientation of the industrial enterprise to ecologization its activities and achieve the goals of social responsibility to society and the environment.
