Potential Solutions in the Development of Environmental Marketing at the Stage of Innovative Transformation

Much attention is paid in the scientific community to the study of the evolution of environmental marketing, and scientists are actively searching for strategic and potential solutions for the development of environmental marketing, which is an important structural element in the development of ecosystems and the green economy, and the greening of territories. As a result of scientific research, it has been determined that environmental marketing is a marketing complex that is formed with the aim of organizing the marketing activities of an environmentally oriented enterprise in the context of innovative transformation, which is designed, taking into account the introduction of innovations in the functioning of the agro-industrial complex, to improve the efficiency of agricultural enterprises and the quality of environmentally friendly products. The improvement of environmental marketing is aimed at creating a brand and increasing the favorable image of agricultural enterprises, whose activities are carried out on the basis of environmentally oriented principles in order to increase the competitiveness of enterprises with an environmental profile. In the development of environmental marketing, the development of territories is based on the use of innovative marketing tools such as neural networks and neurobranding, which has a great impact on the development of ecology and economics, the brand of territories, and the quality of life of the population of the regions. It should be noted that the digital transformation of environmental marketing is carried out taking into account marketing communications and a personalized approach to each client in the system of environmental initiatives. Potential solutions in the development of environmental marketing at the stage of innovative transformation are formulated, the use of which will enhance the favorable image of environmentally oriented companies, increase the level of digital maturity of modern companies, improve the digital portrait of an individual and personalized consumer, create conditions for solving environmental initiatives and implementing environmental programs for the development of territories.