ВИКОРИСТАННЯ ЕКО-БРЕНДИНГУ ВІТЧИЗНЯНИМИ ТОВАРОВИРОБНИКАМИ

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dc.contributor.authorБоєнко, О.Ю.
dc.date.accessioned2023-05-02T14:46:58Z
dc.date.available2023-05-02T14:46:58Z
dc.date.issued2019
dc.descriptionСтаття у виданні Наукові праці ДонНТУ. Серія: економічна. №2 (21), 2019, с. 40-47en_US
dc.description.abstractThe purpose of the work is to develop the scientific basis for the implementation of eco-branding at the domestic enterprises. The object of the research is the general characteristics of eco-branding and its peculiarities in Ukraine. Research Methods. The research used such methods as analysis, synthesis, generalization and concretization. Results. The interpretation of the concept of eco-branding (environmental branding, green branding) is investigated. It is proposed to consider eco-branding as a process related to the optimal combination of production capabilities and marketing policy of an enterprise focused on greening the product by choosing the best ways to present the product to the consumer. The factors that influence the creation of environmental branding by domestic enterprises are identified. The main factors contributing to the development of organic production in Ukraine are described. The advantages of eco-branding directly in the financial sphere are presented. The structural relation "quality-price-ecology" is formulated. Marketing approaches in environmental branding are considered. Features of existence of eco-branding in Ukraine are revealed. Scientific novelty. The place of eco-branding in the financial and economic activity of the enterprise is determined. It is suggested to consider eco-branding through the key concepts - production and marketing. Practical importance. The scheme of functioning of eco-branding with the optimal combination of quality, price and environmental friendliness of the product has been developed, which allows the main categories that influence its positioning on the market. It is proposed to consider an effective eco-branding system as a constant value equal to 1. At the same time, 0.45 is attributed to quality (production); 0.35 - on price (marketing policy); determine 0.2 - for environmental friendliness. These values (ratios) may vary based on the individual characteristics of the enterprise (firm).en_US
dc.identifier.issnISSN1680-0044
dc.identifier.otherУДК 339.138
dc.identifier.urihttps://r.donnu.edu.ua/handle/123456789/2827
dc.publisherПокровськ: ДВНЗ «Донецький національний технічний університет»en_US
dc.relation.ispartofseriesНаукові праці ДонНТУ. Серія: економічна.;№2 (21), 2019, с. 40-47
dc.subjectеко-брендингen_US
dc.subjectеко-брендen_US
dc.subjectекологічністьen_US
dc.subjectтоварen_US
dc.subjectспоживачen_US
dc.subjectцінаen_US
dc.subjectякістьen_US
dc.subjecteco-brandingen_US
dc.subjecteco-branden_US
dc.subjecteco-friendlinessen_US
dc.subjectproducten_US
dc.subjectconsumeren_US
dc.subjectpriceen_US
dc.subjectqualityen_US
dc.titleВИКОРИСТАННЯ ЕКО-БРЕНДИНГУ ВІТЧИЗНЯНИМИ ТОВАРОВИРОБНИКАМИen_US
dc.title.alternativeUSE OF ECO-BRANDING BY DOMESTIC MANUFACTURERSen_US
dc.typeArticleen_US
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