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Tools of Ecological Marketing in the Price Policy of the Enterprise in the Conditions of Sustainable Development
Chukurna O. P.

Chukurna, Olena P. (2023) “Tools of Ecological Marketing in the Price Policy of the Enterprise in the Conditions of Sustainable Development.” Business Inform 2:263–270.
https://doi.org/10.32983/2222-4459-2023-2-263-270

Section: Management and Marketing

UDC 338.5:504.03

Abstract:
The article substantiates the relevance of taking into account ecological marketing solutions in the price policy of the enterprise in the conditions of sustainable development. Sustainable development involves focusing on the ecological factor as one of the key aspects of the strategy of sustainable development of enterprises. In this context, the marketing decisions in the part of the price strategy of the enterprise become relevant, since it is the price factor that is the most influential in creating additional value. The purpose of the article is to study the influence of factors of ecological marketing decisions on the formation of the price policy of enterprises in the conditions of sustainable development. That is an influential factor influencing the formation of the general strategy of sustainable development of the enterprise, as a reserve for the creation of added value. As a result of the conducted research, the strategy of price differentiation based on the environmental properties of the product was substantiated. It was proposed the formation of the price on the basis of an additional price premium for markets with a high level of demand for ecologically safe goods. A matrix of price differentiation strategies based on the ecological properties of the product is developed. The evolution of approaches to ecological innovations is improved, taking into account the purpose of pricing. Prospects for further research should be the determination of mutual coordination of all sustainable development goals when making marketing decisions in terms of influence on the formation of a general marketing strategy.

Keywords: ecological factor, marketing strategy, environmental properties of the product, price, pricing strategy, sustainable development.

Fig.: 3. Tabl.: 1. Bibl.: 11.

Chukurna Olena P. – Doctor of Sciences (Economics), Professor, Dean, Faculty of Business and Social Communications, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

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Derzhavna sluzhba statystyky Ukrainy. http://www.ukrstat.gov.ua/

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