DOI: http://doi.org/10.15350/24097616.2019.5.25

Naylya R. Amirova – PhD in Economics, Associate Professor of Political Economy and the history of economic science of the Plekhanov Russian University of Economics, Moscow, Russian Federation, RSCI SPIN соde: 8140-6109, E-mail: naylya-amirova@mail.ru

Lyudmila V. Sargina – PhD in Economics, Associate Professor of Political Economy and the history of economic science of the Plekhanov Russian University of Economics, Moscow, Russian Federation, RSCI SPIN соde: 5283-3590, E-mail: Lsargina@yandex.ru

Anastasia S. Frolova – Bachelor of the Faculty of Economics and Law Plekhanov Russian University of Economics, Moscow, Russian Federation, E-mail: frolovochka_nastya@mail.ru

Abstract. The article deals with the greening of the modern market of goods and services. The phenomenon is relevant due to existing environmental problems and the development of a green economy as a result. The motives of producers and consumers regarding the various manifestations of the environmental trend are identified. Manufacturers of environmentally friendly products increase profits due to the clear and demanded competitive advantage for today. In relation to customers, the concept of informed consumption is considered. The study notes the limitations of traditional business practices for activating the eco-friendly trend (environmentally friendly). Only in conditions when the idea of ​​“eco-friendly” and its implementation become as important a goal for the company as profit, it will be possible to talk about the implementation of the concept of sustainable development. This concept includes a number of principles, the most important of which is the idea that the well-being of present generations should not jeopardize the well-being of future generations. To further develop the environmental trend in the markets, it is proposed to activate the role of the government in this process through the support of its participants. For example, manufacturers in the form of active tax support, subsidies, concessional lending conditions, stimulating the use of high technology, which will allow the eco-business to invest additional funds in the implementation of new environmental technologies and keep the price competitive. Russia has enormous potential for the development of eco-business, in particular, great prospects for organic farming, which is at an early stage of development. The article analyzes the features of entrepreneurial activity in the eco-sphere, its types and public opinion on this aspect of the activity. The problems, methods of their resolution and further prospects of greening the modern consumer market are considered.

Keywords: ecology, market, eco-business, environment, sustainable development, entrepreneurship, green economy, eco-friendly.

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For citation:

Amirova N.R., Sargina L.V., Frolova A.S. Development of the ecological trend in the modern market of goods and services. CITISE, 2019, no. 5, pp. 277-291. DOI: http://doi.org/10.15350/24097616.019.5.25