Tetiana Kniazieva

Environmental issues are a priority, since global environmental problem has become perceived as a threat to humanity’s existence. The necessity and timeliness of conceptual marketing approaches revision are dictated by the formation of new economy sector of ecological goods and services, and the environmentally responsible marketing concept is being formed. The purpose of the work is to substantiate the environmental factor influence on consumer behavior motives and formation of consumer demand for environmental products within the frame of environmentally responsible marketing. Changes in the external marketing environmentlead to changes in the internal environment of the market entity, causing its environmental development. The recorded tendencies and changes in the marketing environment form the marketing ecological imperative, which takes into account the environmental factor in marketing activity of the market player. The research allows to determine the position of ecologically responsible marketing as a basic marketing concept that defines the philosophy and technology of marketing management by socio-economic systems regardless the sphere of the market entity activity in conditions of ecological imperative. The analysis shows that the modern Ukrainian society began to strive not only to purchase and consume desired products, but also to improve and to preserve the ecological situation. In a market environment, the specific marketing activity feature, which changes under the influence of the factor of ecological situation quality deterioration, adds new tasks, concomitant to main classical. The development of the enterprise environmental management system will promote the implementation of environment-oriented goals: formalization of the environmental products concept, environmental products market development, certification programs development, preservation of the environment quality, formation of ecologically oriented consciousness of the society. Considering the understanding of the needs, the motivational aspects of ecologically oriented consumer behavior in the market are stated in the form of the system based on the need for the security. Through the development of eco-responsible marketing tools and their step-by-step introduction into enterprise activity, it becomes possible to develop the ecological products market through the implementation of proactive environmental activity and satisfaction of individual consumer demand.

Utilization of modern technologies in food production causes several negative consequences having a long-term impact on public health due to the consumption of food containing components of inorganic origin. This circumstance requires the formation and development of the market of organic food in Ukraine. The paper aims to substantiate the possibility of using economic and organizational tools to rationalize environmentally friendly food consumption and eliminate their negative consequences for the region’s population. The study’s basis is the classical provisions of modern economic theory, environmental economics, and the concept of socio-ethical marketing. Based on the analysis of official statistics, the parameters and opportunities for the growth of the organic food products market in Ukraine by region are determined. The conformity of the product offer of ecologically clean products to different consumer segments in the region is revealed according to the criteria that characterize the groups of goods according to the degree of their ecological purity compared to the price parameter, frequency of purchase, and place of purchase. The priorities for the gradual expansion of the organic food market in the region have been determined with an emphasis on its expansion by attracting new consumer segments. The need for additional organizational measures in the region, aimed at both non-commercial and commercial promotion of healthy lifestyles and proper nutrition, is argued, which increases consumers’ involvement in these processes and increases awareness and interest in regular consumption of organic food.