Green strategies in marketing product policy of manufactures: environmental and ethical aspects
Authors:   Odesа Polytechnic National University, Kirnosova Marina 
Published: January 2024

The aim of the article. The problem of maintaining ecology at an appropriate level is one of the main ones in the world. For a long time, production used the resources of the planet without taking into account their limitations and the impossibility of rapid recovery. In addition, the desire to reduce the cost has influenced the spread of the use of polyethylene for packaging, plastic in production, pesticides in agriculture, and harmful emissions into the atmosphere. The industrial complex has the greatest impact on the environment. Thus, on the one hand is the economic efficiency of production with the aim of reducing the cost of goods and obtaining high profits, on the other - the future of man and the planet. The relevance of the problem of implementing green strategies in the economy of countries and production has influenced the growth of research by scientists in this direction in recent years. However, it is necessary to determine the influence of the "green" course on the formation of the marketing product policy of enterprises, and, in particular, to take into account the social and ethical direction. The aim of the article is the study of ecological, fair and ethical aspects in the implementation of green strategies in the marketing product policy of manufacturers. The results of the analyses. Ukraine announced its accession to the European Green Course in August 2020 and set the goal of achieving climate neutrality by 2060. This means, in part, the reduction of greenhouse gas emissions, the gradual abandonment of fossil fuels, the transition to renewable energy sources, the development of energy-efficient technologies, increasing organic agriculture. First, it requires changes in the field of electricity, as the most carbon-intensive sector of the economy. And also in industry, transport, agriculture. Modernization, use of modern technologies is needed. The "European Green Deal" is aimed not only at improving ecology, but also at taking into account the needs of business and economic sectors, their competitiveness and profitability, and the needs of society in ensuring fair welfare and development, prosperity. After all, these areas are interconnected, and achieving success in one of them is impossible without the development of others. Solving environmental problems should not affect the bankruptcy of business systems, industry, or increase unemployment. On the contrary, the problems should be solved comprehensively. Adoption of the "green course" of economic development requires appropriate transformations from business. It is impossible to completely avoid the impact on the environment, but it must be reduced at all stages of the "quality chain" (supplier organizations, transport organizations, product manufacturers, intermediaries, and even, in this case, the responsibility of consumers for ecological consumption and the necessary disposal of products). The environmental requirements of organizations in each link, as well as the needs of end consumers, must be determined. The use of the green strategy goes hand in hand with ensuring the competitiveness of goods and services. The business will have to look for the most effective solutions for the maximum satisfaction of consumer needs with ecologically oriented production. So that it does not become a compromise when the goals of each party are not fully achieved, marketing should be aimed at informing target audiences about the benefits that a product produced in an enterprise with a green development strategy brings to them. This can be created by one of the competitive advantages of the product. Conclusions and direction for further research. Choosing green production development strategies is already a necessity. First, it is a necessary contribution to the restoration of the ecosystem and the future of society. Secondly, it is a significant element of the competitiveness of products and enterprises. Business can play an important role in the development of society and the solution of today's problems, including environmental ones. As research in the global market shows, this is exactly what consumers expect from businesses. Implementation of the green course carries not only responsibilities, but also opportunities. This is the entry into new markets with ecological products, the development of organic agriculture, the introduction of the latest technologies, the improvement of the image of a socially responsible enterprise, the growth of its competitiveness and the competitiveness of products, brands that are produced according to the principle of green strategies.