“Green” Marketing as a Tool for Innovative Management

Abstract

Aim . In the modern world, when the environmental requirements for the environment are being transformed, difficulties arise that require a new arsenal of means to resolve them. “Green” marketing, which has adopted and is developing the values of social and ethical marketing, is considered in the article as an effective tool for innovative management, with the help of which environmental problems are solved. The aim of the article is to summarize the existing interpretations of the concept of “green” marketing in scientific sources, to establish its content, to develop useful recommendations on the application of the principles of “green” marketing in the hotel business. Methodology . The article proposes “green” ratings used in the hotel business as a technology for the formation, maintenance and preservation of the “green” image of the company. Results . The study found that the main features of “green” marketing are the sound and prudent use of resources, environmental protection of the environment, the reduction of harmful effects on humans and nature, environmental obligations, conscientiousness in providing services, reasonable consumption of products and their competent processing. Research Imlications . Arguments are given in favor of using “green” marketing in the domestic and foreign hotel market for effective branding, competent promotion of a service or company, attracting customers, expanding the target audience, building a company’s reputation and strengthening consumer loyalty.