| | | | PROBLEMS OF MODERN ECONOMICS, N 4 (96), 2025 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Simanovskaya M. L.
Assistant Professor, Chair of Strategic planning and economic politics, Department of State Management, M.V. Lomonosov Moscow State University, PhD (Economics)
Grishina M. A.
MA student, Department of State Management, M. V. Lomonosov Moscow State University
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| | | The article discusses the essence of environmental marketing as a system of interaction between three key actors: business, consumers and the state. Environmental marketing is viewed as a systemic adaptation of business to the principles of sustainable development. The latter brings significant benefits to the company, while simultaneously producing a positive impact on society by reducing the burden on nature and creating an environmentally friendly consumer culture. The author focuses on the implementation of the company’s environmental responsibility and emphasizes that it is a long-term competitive advantage of the business, increasing the company’s resistance to crises. The article further discusses theoretical approaches to determining environmental friendliness, mechanisms for creating environmental trust among consumers, as well as the important role of the state as the creator of the regulatory framework. Particular attention is given to the functions of the state in regulating eco-declarations, preventing falsification of environmental information and combating “green camouflage” (greenwashing). Examples of Russian companies that have successfully integrated the principles of ESG (Environmental, Social, Governance) and environmental management into corporate strategies are presented. The author concludes with emphasizing the need to strengthen the legal and organizational foundations of environmental marketing as a factor in sustainable economic development. | | Key words: environmental friendliness, state environmental policy, green economy, sustainable development, ESG (Environmental, Social, Governance), environmental marketing, company environmental responsibility, environmental corporate culture, consumer eco-behavior, consumer environmental trust, eco-certification, eco-labeling, “green camouflage” (greenwashing) | | Pages: 77 - 82 |
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