Розвиток екологічного виробництва та екобрендингу в сучасних умовах

Abstract

У статті досліджено екологізацію аграрного виробництва та висвітлено процес переходу підприємств агросектору на екологічні засади господарювання. Охарактеризовано показники розвитку органічного виробництва країни та структуру її внутрішнього ринку органічної продукції. Висвітлено канали збуту екологоорієнтованої продукції в Україні. Розглянуто екологічний брендинг як спосіб просування органічної продукції та висвітлено основні найвпізнаваніші екологічні бренди України. Доведено, що розвиток екобрендингу на вітчизняних підприємствах агросектору можливий на основі впровадження бренд-менеджменту

The article investigates the ecologization of agricultural production. It underlines the production of ecological products to be an innovative trend in the development of all economic entities in the agricultural sector. The process of transitioning agricultural enterprises to environmental management principles is highlighted. It includes a transition period, production certification, development of an environmentally-oriented marketing complex for the sale of eco-products, and economic stimulation of eco-production by the state. It is highlighted that the ecologization of agricultural production is embodied in organic production. The indicators of the development of organic production in the country and the structure of its domestic market of organic products are characterized. It is noted that organic production in Ukraine, although export-oriented, nevertheless there is a positive trend in the total volume of sales of organic products on the domestic market of Ukraine. Channels for selling environmentally-oriented products in Ukraine are revealed. They are supermarkets and specialized networks of healthy food stores that are well developed, as well as online stores and stores at eco-farms that are under development. The importance of applying effective marketing approaches to the promotion of organic products is described, and the activity of introducing the latest tools and techniques of Marketing Communications, the use of which brings positive expected results in the functioning of agricultural enterprises is indicated. It is substantiated that agricultural producers need marketing support in the process of economic activity through studying the state of development of the organic sector and the market of organic products, improving its quality, managing sales channels, marketing tools for product promotion, where branding takes a central place. Ecological branding to promote organic products is considered, and the most recognizable environmental brands of Ukraine, which are leaders in sales and have a significant impact on the organic market, are highlighted. The development of eco branding in domestic agricultural enterprises was indicated to be possible through the implementation of brand management.