ENVIRONMENTAL MARKETING IN ENSURING THE ACHIEVEMENT OF SUSTAINABLE DEVELOPMENT GOALS
Abstract
The article substantiates the theoretical and methodological foundations and tools of ecological marketing, which are used to integrate the principles of sustainable development, to increase the competitiveness of companies, minimize their reputational risks and stimulate the transition to a circular economy. The essence and functions of ecological marketing in the system of the UN global Sustainable Development Goals are studied. The importance of the educational, stimulating and predictive functions of ecological marketing to ensure the integration of environmental priorities into modern business models is highlighted. The dynamics of the global market for recycling and energy-saving technologies for the period 2020–2025 are analyzed, which made it possible to substantiate the gap between technological progress and the real level of circularity of the economy. Leaders in the development of recycling capacities are identified, including the EU and the countries of the Asia-Pacific region, while at the same time it is demonstrated that in Latin America there is stagnation in the pace of waste recycling. The tools of ecological marketing are systematized based on the principle of evidence and transparency (eco-labeling, certification, product life cycle analysis), which are means for businesses to verify environmental claims and combat greenwashing. The demonstration results of the connection between tools for protecting against greenwashing and economic results of business are summarized based on cases of leading international companies (Unilever, Patagonia, Allbirds, IKEA); it is proven that ecologically oriented brands grow faster than traditional ones, and eco-tools (optimization of packaging, processing of raw materials) reduce operating costs, allow companies to receive a "green premium" to the price and strengthen financial security in the context of strengthening environmental legislation. The role of ecological marketing in the transformation of consumer behavior and the formation of environmental awareness as a basic condition for overcoming the resource crisis and achieving the Sustainable Development Goals is investigated. The conclusions emphasize the critical importance of ecological marketing and its role as a fundamental condition for long-term sustainable development.
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Copyright (c) 2026 Інна Уханова, Яна Сало
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