Evolution of Different Theoretical Views on The Concept of Ecological Marketing in The Green Economy

This article analyzes the importance of the concept of green marketing in modern market conditions. The study interprets green marketing not only as a means of selling products, but also as a means of instilling in the consumer's mind concepts such as progress, environmental responsibility and social responsibility. The author analyzes the strategic approaches of companies aimed at environmentally conscious consumers. At the same time, the article highlights the obstacles and prospects in implementing green promotion and provides information about the three main segments of green sponsors. The results of the study show that the growth of demand for green products and the increase in competitiveness in the market due to environmentally active consumers.