ENVIRONMENTALLY RESPONSIBLE MARKETING IN NATURAL USE
Authors: SADCHENKO O.V. , NICHITAILOVA M.S. 
Published: April 2019

Topicality. Each year, the issue of environmental responsibility of the business is becoming more and more relevant both in Ukraine and abroad, which is connected with globalization, increasing the threat of technogenic and environmental disasters, updating healthy lifestyles, socializing labor relations, etc. In today's economic environment, environmental liability is only a component of social responsibility. However, it should not be forgotten that during the period when the concept of social responsibility emerged, it was the environmental focus that was prioritized. In the holy of this, and ecological marketing of nature, as a kind of human activity aimed at meeting needs through exchange, should be environmentally responsible towards the consumer and producer of human goods. Underestimation of natural resources and environmental damage leads to distortion of indicators of economic development and progress, accompanied by the choice of inefficient socio-economic direction. In general terms, the concept of environmentally responsible business refers to the activity of each individual citizen, business structures that benefits the environment (or reduces the negative impact on the environment). In addition, this activity is not limited to certain laws and mandatory measures. The higher the economic value of natural objects, the greater the likelihood that the economic decisions made in various projects and programs will be ecologically balanced, take into account the priorities of environmental protection and the conservation of natural resources.Aim and tasks. The purpose of the article is to identify the conceptual foundations and methodological principles of environmentally responsible marketing in environmental management. To do this, the concept and essence of the concept of environmental responsibility, the tools for practical implementation of environmental responsibility of business and the methodology for assessing environmental liability should be defined. At the same time, despite the growing widespread adoption of the principles of corporate social responsibility and the recognition of the benefits that they give to both entrepreneurs and society, the limits of social responsibility remain rather blurred. Assessment of the level of implementation of environmental liability in the practice of enterprise management is proposed on the basis of an analysis of the impact of its activities on the environment.Research results. The conceptual bases and methodical principles of conducting ecologically responsible marketing in environmental management are considered. The concept of social responsibility is used in many spheres of activity, but only in the business context, pointing to specific areas of development, it becomes clear wording. This allows researchers and professionals to split CSR into specific types. The economic component is the most controversial and complex. Its sustainability and effectiveness depends on the role that the organization assumes, as well as the methodology for defining and measuring end-points. The ecological aspect of social responsibility exists in the block of economic responsibility of the enterprise, in legal liability, in the block of ethical responsibility, and also the aspect of sustainable development in the philanthropic block was allocated, and all three main components: economic, ecological and social are in close interconnection and interdependence . Social responsibility of entrepreneurship in the field of ecology, that is, environmental responsibility, becomes a vital factor of competition, since it is the level of environmental responsibility of business in the near future will determine the position of a company in the international market and in the eyes of consumers of its products. The advantages of implementing ecological activity within the framework of socially responsible work of the enterprise are considered. The tools of practical implementation of ecological responsibility of business are offered. Environmentally responsible marketing should use the following tools to address sustainable development issues: environmental impact assessment when developing strategies and plans for economic development; environmental audit; environmental insurance; certification for compliance with environmental standards; social and environmental reporting.Conclusions. There is no single approach to assessing the level of environmental responsibility of an enterprise, no normative document contains a single methodology for its definition. In our opinion, the overall level of environmental responsibility of an enterprise should be determined taking into account the impact of various economic, environmental and organizational factors through the integrated indicator of the overall level of economic responsibility of the enterprise, based on three partial integral ratios, namely: the integral coefficient of environmental damage; integral coefficient of influence of economic factors; the integral factor of the impact of environmental and economic factors.