Ecologically Oriented Marketing in Digital Economy: Substance, Formation Management, Social Significance

Abstract

The prerequisites of the study of potential for solving the problems of formation and realisation of modern tools, principles and strategies of ecologically oriented marketing emerged in the context of the growing importance of innovative “green” technologies in all sectors of economy. The study aims to develop and verify the algorithm for formation of ecologically oriented marketing in digital environment, expounding the main tools for integrated policy of its realisation and development of ecologically oriented marketing policy tools. Methods of statement and testing of hypotheses, factor and comparative analysis, benchmarking, justification of algorithms, tabular interpretation of empirical and factual information, etc. were used. The article presents the main tools, formulated by the authors, of integrated policy of ecologically oriented marketing formation focused on solving the problems of justification and successful realisation of its model. It is emphasised in the conclusion of the article that ecologically oriented marketing is one of the socially significant components in the paradigm of perception of ideas, requirements and resources of “green economy” by business structures and reasonable consumers; it is expected to become quite popular and highly-demanded in the near future.