Intensification of marketing of environmentally friendly products. Environmental marketing: preconditions for the formation and main characteristics. Corporations save nature or destroy

As a result of studying this chapter, the student must:

know

the main results of the latest research on the problems of environmental marketing;
models of behavior of economic agents and markets;
basic concepts, methods and tools for quantitative and qualitative analysis of environmental marketing management processes;
the main elements of the process of developing strategies for the implementation of environmental marketing at the enterprise;
basic information technologies for managing business processes in the implementation of environmental marketing at the enterprise and in target markets;

be able to

analyze and develop an organization's strategy based on modern methods and advanced scientific achievements;
to identify promising areas of scientific research, substantiate the relevance, theoretical and practical significance of the problem under study, formulate hypotheses, conduct empirical and applied research;
process empirical and experimental data;
conduct quantitative forecasting and modeling of business process management;

own

methodology and methodology for conducting scientific research in environmental marketing;
skills of independent scientific and research work in relation to marketing in the environmental field of activity;
skills of quantitative and qualitative analysis for making management decisions in the environmental aspect related to the promotion of goods and services;
a methodology for building organizational and managerial models of an organization, a model for positioning environmental goods and segmenting markets;
information technologies for forecasting and managing business processes, building the necessary distribution channels, communication policy.

The concept and history of the development of environmental marketing

The development of environmental marketing is due to the concept of "ecology", which is interpreted as the science of the relationship of living organisms with the environment. Environmental problems are regularly covered in a variety of media, their relevance has increased dramatically in recent years and does not cause any doubts among not only scientists and politicians, but also businessmen and the population. Thousands of non-commercial sites, blogs, forums are devoted to environmental problems on the Internet, which clearly shows that the world community has raised this problem to a qualitatively new level.

Environmental marketing is an integral part of all world politics, which determines the solution of problems associated with pollution of the atmosphere, nature and the surrounding area in general. It must be remembered that ensuring environmental security is the main geopolitical factor and driving force for the well-being of society, which is inextricably linked with the reduction in human life expectancy, as well as problems in the field of nature and ecology arising in connection with international military actions.

There is no common definition of environmental marketing. This concept is considered from different positions.

Environmental marketing is based on environmental policy, environmental responsibility of organizations and enterprises, and transparency of production and technological processes, including environmental labeling. It is proposed to include in environmental marketing the formation of financial structures to support environmental actions, environmental audit, environmental insurance of companies 'actions, changes in manufacturers' reporting forms, new forms of advertising, the formation of new principles of trade (for example, the sale of environmentally friendly products).

The Encyclopedia of Marketing defines it: "Green marketing is marketing that aims to change the mindset of buyers, provide a new direction for competition and achieve innovative market acceptance of environmental problems."

Environmental marketing is a complex of means and methods of a company to satisfy various interests of consumers through more intensive promotion of relevant goods and services with minimal damage to the environment at all stages of development.

Life cycle represents interconnected and sequential periods of the production cycle from obtaining the necessary natural resources and raw materials to their subsequent final use and their placement in the environment. In this case, not only the stages or stages of production of the final product should be seriously considered, but also the extraction of natural resources, auxiliary production, transportation, compliance with environmental standards for waste disposal.

Socio-ethical marketing, which determined the needs and interests of target markets, the tasks and needs of any company to provide a more efficient and more economic way of production than competitors, while strengthening the well-being of the consumer and society, ultimately led to the emergence of environmental marketing. A number of other reasons for traditional marketing led to this, primarily related to the lack of natural resources, environmental degradation, population growth, and deterioration in the sphere of social services. Of the positive factors of that time, one can note the influence of non-governmental environmental organizations, public concern about the state and even the deterioration of the environment, the emergence of various associations, organizations, groups of public environmental expertise.

There are several stages in the development of environmental marketing.

Stage I (1960-1970s) involves international cooperation (including mega-levels) in the development of national legislative acts, in financing environmental activities. International cooperation in the field of ecology began in 1972. This stage was based on the report "Limits to Growth" prepared by an international team of authors led by D. Meadows, and the materials of the First International Conference of the PLO on Environmental Problems.

Ethan II (1980-1990s) deals with environmental aspects of global security. It was based on the International Commission on Environment and Development, established in 1983, and the scientific report "Our Common Future" (1987), which laid the foundation for the concept of sustainable development. This stage can be called the stage of sustainable development, which allows you to control the needs of generations and preserve the nature of the future nation. The UN Conference on Environment and Development in Rio de Janeiro in 1992, at which the "Declaration on Environment and Development" and the UN Framework Convention on Climate Change were agreed and adopted, was of decisive importance for the formation of this provision. Convention on Biological Diversity, Principles of Forestry.

Stage III (1997 - present) is associated with the development and unification of states in the field of specific commitments in the areas of water supply, energy, agriculture, and the preservation of the biosystem. A huge role in this process can be given to the Kyoto Protocol, signed in 1997 and ratified by 192 countries.

Environmental marketing in many countries has become a legislative basis. The environmental component of the development of society has become a new factor of influence on business in general and on marketing. Consumers tend to buy natural, ecological products in order to control their lifestyle. Consumers and shareholders of the company become the engines of corporate and environmental responsibility. Consumers purchase environmental goods and services from companies that are trying to conduct their business according to their requirements and expectations.

Of particular relevance among the concepts of enterprise development has acquired social ethical marketing concept. This concept is driven by the concept of sustainable development. The concept is based on the observance of the interests of producers - in terms of obtaining profits, consumers - in terms of meeting needs and society - in terms of sustainable environmental, socio-economic development.

Environmental marketing concept is an integral part of the concept of social and ethical marketing. It is focused on meeting the needs and demands of consumers for ecological products, as well as stimulating the demand for organic products and raw materials,

including environmental safety of production. The categories of environmental marketing include environmental needs and environmental products.

Environmental needs aimed at satisfying consumers' demands in the field of environmental safety.

Ecological goods - products that meet three criteria: economy, environmental friendliness and safety.

Ecological products are divided into environmentally neutral and environmentally friendly products. Environmentally neutral are goods whose production and consumption do not destroy the environment, but environmentally friendly - the production and consumption of which has a positive effect on the environment.

The production of environmental goods includes such areas as the manufacture, installation and operation of environmental (treatment) facilities, the development and implementation of environmentally friendly technologies, processing, transportation and disposal of waste, disposal of toxic waste, trade in environmental technologies, products and waste, energy conservation, conservation land resources, production of organic food, eco-audit and eco-expertise, water, air control, environmental crediting and insurance, environmental advocacy and education, ecotourism, environmental medicine and occupational safety, information technology, life-saving systems, maintaining the balance of ecosystems.

The concept of "ecological goods" in the Russian market for domestic producers is associated with an innovative product. In most cases, this is a delusion. They can be considered innovative if their development is based on the achievements of science and technology, or they are the result of fundamental research and discoveries that previously simply had no analogues for the following reasons:

a) the needs and demands of consumers, for the satisfaction of which new products are intended, were previously satisfied in a completely different way (the first type of fundamentally new innovations);
b) the needs for the satisfaction of which new goods are intended simply did not exist before (the second type of fundamentally new innovations).

first kind are:

industrial products that have a negative impact on nature and the environment;
consumer goods that are a helper for the consumer.

Products of environmental innovation second kind can serve:

industrial goods - technologies, metal products with memory effect;
consumer goods - packaging made of bioorganic raw materials that decompose without harming the environment.

The following methods are used to search for ideas in the field of environmental innovation:

forecasting consumer demands and their future needs;
modeling of consumer behavior (situational and simulation);
analysis of the dynamics of development of all trends in society (scientific and technological progress, politics, economics, culture, ecology).

In the conditions of a modern market economy, the motivation of consumers to buy new ecological products is more significant, when manufacturers orient their activities towards meeting the needs of consumers and when consumers have greater freedom of choice.

Advertising, sales promotion, propaganda (publicity), public relations, personal sales play an important role in product promotion. what can be attributed to the complex of marketing incentives.

informing consumers about the existence of ecological goods on the market;
justifying the high price level of environmental goods by comparing and contrasting conventional and environmental goods. At the same time, one should take into account the economic feasibility of consuming environmental goods and the side effects associated with the production of goods and waste disposal, preserving consumer health and improving the quality of life.

Sales promotion includes a set of measures aimed at the consumer or seller (intermediary) that are applicable to stimulate demand for environmental products.

Propaganda (publicity) involves, for example, attracting celebrities to increase consumer confidence.

Public relations is the ecological development of society. Implementation should be carried out through environmental programs, forums of international importance.

Considering the turnover of the global eco-products market, there is a noticeable increase in it by 20%, or by 4 billion euros, annually, according to RBC. The world market of organic products is least of all exposed to the crisis, therefore, for the period from 2000-2010. the market has grown significantly - from 18 to 60 billion dollars. The leading markets are the USA, Great Britain, Germany and France.

Based on the analysis of this market, according to the company Nbc universal , for 2010 all consumers of organic products in the United States were divided into groups:

1. Dark green , or alpha-ecos. They are concerned about environmental problems (nature conservation, global warming). They occupy a significant share in the consumption of organic products. The number of such consumers is 43 million.
2. Ecocentrics, or ecocentrics. Their interests are connected only with individual consumption of organic products, they pay for products that

are extremely beneficial to their health. They are not interested in environmental problems. Population - 34 million people.

3. Ecomodels , or ecochics. This group includes the young population, who are not preoccupied with anything, who consider it fashionable to be in the "green" trend. They occupy the largest segment - about 60 million people.
4. Ecoeconomists , or economically ecos. This segment, with 53 million people, is concerned with saving money in the future by purchasing ecological products in the present.
5. Eco mom, or ecomoms. This group is interested in ecological goods for children, concerned about the state of nature and health of future offspring.

Every year in Russia, interest in useful ecological goods is growing. Correct positioning of organic products is the key to promoting the company on the Russian market.

According to research carried out by the Romir Research Holding in November 2012, Russians are willing to pay for organic products. When buying food, most buyers first of all pay attention to the composition (ingredients) and price.

In Russia, all potential consumers of eco-products were divided into the following groups.

The most widespread are people who travel a lot, are mobile enough, prioritize in life and are well aware of the benefits of organic products.

Forced group - people suffering from an allergic reaction to chemical additives.

The fashion group is an analogue of ecochics - people who believe that it is fashionable to be consumers of organic products and to consider themselves to be in the "luxury" segment.

Company research International Federation of Organic Agriculture Movements showed that the Russian market for organic products accounts for 0.1% of the total food market. In 2010, the volume of sales in the market for organic products was 80 million dollars, due to imports from Germany.

Marketing is a type of human activity aimed at meeting the needs and demands of consumers through exchange.

M marketing - a set of measures aimed at identifying and analyzing factors that affect the processes of promoting goods from the manufacturer to consumers, and taking them into account in the production and marketing activities of enterprises in order to ensure conditions for long-term survival and development in the market.

Among the concepts of enterprise development, the concept of socio-ethical marketing... Its essence is to identify the needs and demands of consumers and satisfy them in more effective ways than competitors, while simultaneously increasing the welfare of society as a whole.

The concept of social and ethical marketing is in line with the concept of sustainable development, its observance allows you to harmonize the interests of producers (profit), consumers (satisfaction of needs) and society as a whole (sustainable ecological, socio-economic development).

From this concept arose ecological marketing concept , which can be formulated as follows: production and marketing orientation towardssatisfaction environmentally friendly needs and demands of consumers,creature andstimulation demand for environmental goods (products or services), economicallyeffective and environmentallysafe in production and consumption.The main categories of environmental marketing are environmental needs and environmental products that are able to meet these needs.

Under environmental needs of consumers (of society as a whole) one should understand those needs, the satisfaction of which does not have an eco-destructive effect on consumers, their environment of existence and life, and contributes to the greening of the environment.

TO ecological goods include those that are cost-effective and environmentally friendly in their production, consumption and disposal.

The main task ecological marketing is the formation of a market for environmental goods in order to resolve the contradictions between economic development and the need to preserve and improve the quality of the environment. The main directions of the formation and development of the market for environmental goods in Ukraine are shown in Fig. 1.

Figure: 1.Directions of development of the market of ecological goods

2. Environmental goods

Environmentally friendly products should include environmentally neutral and environmentally friendly products. Environmentally friendly neutral - goods, the production and consumption of which does not destroy the environment. Environmentally friendly directed - goods, the production and consumption of which makes positive changes to the environment.

The production of environmental goods (products and services - environmental entrepreneurship) is developing mainly in the following areas:

manufacturing, installation and operation of environmental (treatment) facilities;

development and implementation of environmentally friendly technologies;

processing, transportation and disposal of waste, disposal of toxic waste;

trade in environmental technologies, products and waste;

energy saving;

conservation of land resources;

production of organic food;

eco-audit and eco-expertise;

water, air control;

environmental lending and insurance;

environmental advocacy and education;

ecotourism;

environmental medicine and occupational safety;

information Technology;

life safety systems;

maintaining the balance of ecosystems.

It should be noted that environmental goods (both products and services) are mostly new for domestic producers, i.e. innovative. Since there is a demand for them, and it is growing, it would be unreasonable not to take advantage of this provision. In accordance with the marketing concept, the search for ideas for new products, including ecological ones, should be based, first of all, on the results of the analysis of the needs and demands of consumers. However, the search for ideas for innovation has a certain specificity of market research.

This specificity lies in the fact that the development of innovations (especially those based on the latest achievements of science and technology, the results of fundamental research and discoveries) in many cases is associated with the creation of goods that previously simply had no analogues for the following reasons:

the needs and demands of consumers, for the satisfaction of which new products are intended, were previously satisfied in a completely different way (the first type of fundamentally new innovations);

the needs for the satisfaction of which new goods are intended simply did not exist before (the second type of fundamentally new innovations).

Examples environmental ininnovations the first kindcan serve:

for industrial goods - equipment and technologies for the manufacture of artificial superhard materials instead of mining such in nature, which leads to disruption of natural landscapes and environmental pollution;

for consumer goods - washing vacuum cleaners, which, in addition to sucking in dust, have the function of wet cleaning, and they carry it out much cleaner than the "manual" method.

Examples environmental ininnovations second kind can serve:

for industrial goods - multimedia computer information processing technologies, metal products with a memory effect, which, when heated, for example, by high-frequency current, are capable of returning to their previous form, and others;

for consumer goods - pagers, packaging that, after use, is decomposed in an environmentally friendly way into harmless minerals, etc.

Naturally, traditional methods of searching for ideas of this kind of environmental innovations based on the analysis of consumer needs and demands cannot be applied to innovations of the second type.

In this case, use such specific methods as:

forecasting future needs and demands of consumers, changes in the motivation of their behavior;

situational and simulation modeling of consumer behavior in the present and future;

analysis of trends in the development of scientific and technological progress, changes in technological, economic, social, political, cultural, legal, environmental and other components of the economic environment (Ilyashenko, 1999).

Formation of ecologically conscious needs in the market, adaptation of production to market conditions and creation of conditions for preserving the environment, development of competitive, environmentally friendly products, intensification of the sale of environmentally friendly products, obtaining additional profits through greening production.

Adoption of generally binding legislative norms prescribing certain standards for the use of natural benefits; In addition, the concept of environmental marketing provides for strict control and licensing of the extraction of natural resources; Economic incentives for producers to make them interested in using environmentally friendly technologies; Funding for research and development, contributing to the development of new waste-free and safe technologies, which will use less harmful chemical compounds, production methods, etc .; Development of a system of economic taxes and penalties for environmental pollution.

Choosing the most environmentally friendly production method; careful supervision of equipment operation and compliance with production technology, if necessary, its improvement. timely scheduled repair of equipment, especially environmental protection, including overhaul: monitoring compliance with environmental standards in order to avoid additional penalties from the regulatory authorities, and therefore additional costs from the enterprise; selection of the safest waste disposal technology and constant monitoring of their composition.

The main reasons for greening business are creating a positive image in the eyes of consumers, shareholders and investors, as well as saving material and energy resources. 54% of top managers named the opportunity to build a positive corporate reputation as the main incentive for green projects. Environmentally friendly changes in the manufacturing process are usually implemented by reducing the consumption of materials and energy per unit of output and are accompanied by cost savings.

The concept of environmental marketing and its main elements

Today, there is more than one definition of environmental marketing. This is due to the fact that this direction is developing relatively recently: the “greens” started talking about the need for ecological production only in the seventies, and the Kyoto Protocol (the most important document in this area, regulating greenhouse gas emissions into the atmosphere) was signed only in 1992. Itself the definition has controversial boundaries, so different researchers interpret this term for themselves in different ways. So some scientists consider environmental marketing as part of the strategic development of an enterprise: new forms of product promotion, environmental insurance, environmental audit. Some researchers are of the opinion that environmental marketing is a tool for environmental management. Other experts propose to consider environmental marketing as environmental policy, which includes openness of production and special environmental certification of the product. It is obvious from these approaches that there is still no conventionally accepted definition of environmental marketing in the economic community. This course work will apply an integrated approach to the concept of "environmental marketing".

Environmental marketing is the process of meeting consumer needs by promoting goods and services that cause minimal harm to the environment at all stages of the life cycle and are created using the minimum possible amount of natural (including energy) resources. This direction "grew" in the nineties from social and ethical marketing, which appeared ten years earlier. Socio-ethical marketing aimed to satisfy consumers with a quality product that would fully meet consumer needs, while requiring minimal environmental and physical costs. Socio-ethical marketing emerged as a response to traditional marketing, which aimed to increase profits while minimizing costs, without regard to product quality.

The development of eco-marketing has become possible with the emergence of new production methods that can significantly reduce the impact of enterprises on the environment. Today, not only the consumer demands the environmental responsibility of the enterprise, but also this aspect is being regulated at the state level.

There are a number of activities that underpin ecological marketing:

· Environmental audit;
· Development of new ecological principles of trade (products from recycled materials, environmentally friendly goods, etc.);
· Environmental insurance;
· Budgeting for the development and support of the environmental direction at the enterprise;
· Development of new forms of advertising;
· Inclusion of reporting on environmental activities in the general reports of the company.

The ecological marketing strategy aims to regulate relations with the environment as much as possible at all stages of production and further product life cycle. So the eco-marketing strategy implies the need for special management, which must take into account several aspects. Actually environmental aspect provides for the regulation of loads on the environment and the optimization of the use of natural resources. The control over the implementation of this aspect will be the assessment of the environmental performance of the enterprise. Under social dimension it implies the assessment of production activities by various environmental non-profit organizations, public groups dealing with environmental problems. Market aspect responsible for the constant monitoring of the requirements for the environmental safety of the product. The source of such requirements can be both the consumer and the state, for example. Enterprises must constantly meet modern requirements and develop innovative potential in solving environmental problems. And finally political aspect is responsible for the compliance of the enterprise's activities with the existing legal requirements in the field of environmental protection and nature management.

In order to achieve its goals, environmental marketing sets the following tasks, which are aimed at taking into account all aspects; as well as should contribute to the successful implementation of the environmental strategy of the enterprise:

· Minimization and optimization of the use of natural resources;
· Regulation of emissions into the environment;
· Reduction of production wastes by their processing or by minimizing their amount;
· Production of harmless products or minimization of risks at each stage of the life cycle.

Thus, the company's environmental strategy can be expressed in the following diagram:

Figure: 1. The production process in the implementation of the environmental strategy of the enterprise

So, the creation and implementation of an environmental strategy is preceded by an analysis of the internal and external environment of the company's functioning using marketing analytics tools, which initially take into account the environmental factor.

It should be noted that for the effective implementation of the environmental strategy, the enterprise needs to develop a special set of management actions (management) based on the toolkit, which includes a certain set of elements: regulatory, strategic and operational.

The regulatory aspect includes the development of a company's environmental behavior program. This program should describe the rules and future actions, general environmental responsibilities of the enterprise, and standards for compliance with environmental requirements.

The strategic level implies the development of new environmental goals and their implementation into the existing system at the enterprise; continuous improvement of environmental management and control, as well as constant monitoring and adjustment (if necessary) of the implementation of the strategic plan.

The operational level is a set of tools for monitoring the implemented environmental program of the enterprise: environmental audit, calculation of environmental friendliness of production, waste accounting, development of environmental indicators.

The operational level is at the heart of environmental management at the enterprise. For the competent implementation of the environmental management strategy, it is necessary to work with all its elements:

- development of ecological balances;
- environmental accounting;
- environmental control;
- environmental audit.

A consequence of the development of environmental balances will be an assessment of the product taking into account the environmental factor. The assessment of the production of this product will also be carried out, since the environmental strategy implies environmental control at all stages of the product's life cycle.

“The process of developing environmental balances at an enterprise requires solving two main problems:

- development of models for classification and weighing of factors affecting the state of the environment;
- preparation of the necessary information on the average load on the environment as a result of the use of certain materials and processes. "

Today, ecological balances are developed taking into account all stages of the product life cycle. This analysis is very costly for the enterprise, so secondary information and baseline data are often used. In this case, it should be borne in mind that this analysis does not give one hundred percent accuracy. The algorithm for developing ecological balances can be expressed in the following scheme:

Figure: 2. Scheme of the procedure for the development of environmental balances

Environmental accounting is a complex of assessment and monitoring of various natural factors in the activities of an enterprise. For the necessary calculations, a special accounting nomenclature is often used. The result of environmental accounting is reports that illustrate the environmental activities of the enterprise, the possibility of reducing the indicators of the enterprise's environmental load.

Environmental control is a constant correlation between the activities of an enterprise and its environmental program.

Environmental audit - entrepreneurial activity of environmental auditors (organizations) to carry out independent non-departmental audits of economic activities that have an impact on the environment and develop recommendations to reduce the negative impact on it and public health.

It is impossible to talk about the implementation of the company's environmental strategy without implying a management factor. Above were presented the aspects necessary for attention, which will allow building a competent external environmental strategy of the enterprise and are internal regulators. However, there are also external regulators. Currently, the following main groups of management methods are known:

· Administrative regulation - the introduction of appropriate regulatory standards and restrictions that must be observed by manufacturing firms, as well as the implementation of direct control and licensing of environmental management processes;
· Economic incentives aimed at motivating the manufacturing company in the rational use of natural resources;
· The system of payments for pollution and the system of environmental taxes;
· Allocation of pollution rights and compensation payments.

Trifonova believes that a special role here is given to payments and taxes for pollution. “They (payments and taxes) represent indirect leverage and are expressed in the establishment of payments for emissions or discharges, for the use of primary resources, final products or technology. The payment should correspond to the socio-economic harm from pollution or be determined by some other indicator (for example, an economic assessment of the assimilation potential of the environment). Payments and taxes give the manufacturer maximum freedom to choose a strategy for combining purification and residual emission charges. If the environmental costs are high, then the firm will cut emissions instead of paying taxes. It is assumed that it can reduce them to an optimal level, when the incremental cost of additional cleaning becomes equal to the charge rate. The user of any resource pays for it in the same way as for the purchased raw materials, electricity, etc. "

Environmental marketing is a special tool for implementing the company's environmental strategy, which requires a thorough approach, as well as a special management apparatus. For the successful implementation of the environmental marketing program, it is necessary to take into account all the features of the internal and external environment of the enterprise.

GREEN MARKETING: PRECONDITIONS OF FORMATION AND MAIN FEATURES

Iman Gemaeva

student Yaroslav-the-Wise Novgorod State University,

Russia, Velikiy Novgorod

Irina Vasilyeva

ph.D (Economics), Associate professor of the Department of “Marketing and HR management " Yaroslav-the-Wise Novgorod State University,

Russia, Velikiy Novgorod

ANNOTATION

The article discusses the theoretical foundations of ecological marketing. It was determined that the ecological footprint was one of the main prerequisites for the formation of ecological marketing. The tools used to carry out environmental marketing at the enterprise are presented. Using a specific example from Amway, the practice of applying environmental marketing is considered.

ABSTRACT

The article deals with the theoretical foundations of green marketing. It was determined that the ecological footprint was one of the main prerequisites for the formation of green marketing. Presents the tools with which the green marketing in the enterprise. A specific example of Amway considered the practice of green marketing.

Keywords: ecological footprint, biocapacity, eco-labeling, environment.

Keywords: ecological footprint, biocapacity, ecological marking, environment.

Fundamental research into the consequences of the growing consumption of natural resources by mankind was initiated in 1968 by the Club of Rome. These studies put an end to the myth of the "happy future of mankind", demonstrating the inevitability of global catastrophes at the beginning of the 21st century as a result of the population explosion in developing countries, environmental pollution, and depletion of natural resources.

The urgency of the environmental problem in recent decades does not raise any doubts not only among scientists, but also among politicians, businessmen, and the general population. Ecological problems of various levels are regularly covered in the media. This shows that all social groups have become involved in solving environmental problems, since no one can stand aside and pretend that this does not concern him.

Each person on Earth leaves his own ecological footprint - the level of human impact on the environment, this is the surface area of \u200b\u200bthe Earth required to provide humanity with resources and absorb human waste. Consequently, the less a person uses resources, the less the amount of waste will be, and, therefore, the ecological footprint. It should be noted that 1/3 of the purchased products in the world are thrown away, which has a negative impact on the environment.

Figure 1 shows the dynamics of the economic footprint, biocapacity and population. The Ecological Footprint is observed to have a positive trend. This was primarily due to the growth in energy consumption, leading to a large amount of carbon dioxide emissions into the atmosphere, and also due to the expansion of agricultural areas. As a result, the industrialized countries exert the greatest "pressure" on the natural environment.

The growth in the productivity of the Earth turned out to be insufficient even to compensate for the growth of the world's population.

Figure 1. Growth in the Global Ecological Footprint

The economic footprint and human awareness of the problem of environmental pollution have become a challenge for the creation and development of a green, or ecological economy.

In the late 1980s - early 1990s. the concept of "green marketing" appears, which embodied the formation of economic indicators taking into account the environmental aspect. Environmental marketing is the activity of a company to satisfy the interests of consumers by promoting goods and services that cause minimal harm to the environment at all stages of the life cycle.

Environmental marketing at the enterprise is carried out using the following tools:

selection of an environmentally friendly production method;
careful supervision of equipment operation and compliance with production technology;
constant monitoring of the condition of the equipment and timely repair;
selection of the safest waste disposal method.

Environmentally sound manufacturing processes must meet the following requirements:

lack of pollutants;
production without waste;
safety for workers' health;
the minimum level of energy consumption;
efficiency of resource consumption.

In practice, to confirm the environmental safety of products, environmental labeling is used - a special sign or symbol that is assigned as a result of a corresponding check for compliance with the developed environmental indicators. The mark confirms that a product or service is safe for both the consumer and the environment. Figure 2 shows the various ecolabels adopted at the international and national levels.

Figure 2. Examples of eco-labels. 1 - "Blue Angel" (Germany), 2 - "EU Flower", 3 - "Nordic Swan" (Scandinavian countries), 4 - "Environmental Choice" (Canada) , 5 – "Eco-sign" (Japan), 6 - "Leaf of Life" (Russia)

A prime example of a company following green marketing is Amway, which provides business opportunities in over 80 countries and regions. The main goal of the formation of a mechanism for greening marketing is to create conditions that ensure the greening of production through the use of economic levers and incentives.

The products of this company have special environmental characteristics, which are confirmed by the UN Environmental Award and the Greenpeace Environmental Awards.

The company uses biodegradable packaging in production - packaging that, under the influence of environmental factors, decomposes into safe natural substances in a short time.

Today, not all segments of the population can purchase environmentally friendly products of this company. The manufacturer requires large expenditures on technological equipment, scientific research, entering a new market, which leads to an increase in the cost price, and, consequently, the price.

The example of Amway proves that environmental marketing is a positive tool for the sustainable development of the company, as well as for the protection of the natural environment.

Bibliography:

WWF Living Planet 2014. - [Electronic resource] - Access mode. - URL: http://www.footprintnetwork.org/images/article_uploads/LPR_2014_SUMMARY_ru_net.pdf (Date of treatment 04.25.2016).
Smirnova El. Environmental marketing and its foundations. - [Electronic resource] - Access mode. - URL: http://www.marketing.spb.ru/lib-mm/strategy/eco_marketing.htm (Date of treatment 05/27/2016).
ECO-CERTIFICATION "LEAF OF LIFE" - [Electronic resource] - Access mode. - URL: http://ecounion.ru/list-life/-program/program-list-life/ (Date of treatment 05/01/2016).
Eco-labeling (eco-labeling) and conformity marks. - [Electronic resource] - Access mode. - URL: http://arena-rv.ru/ekomarkirovka.html (date of treatment 05/01/2016).

It might be useful to read: