KEY CONCEPTS AND STRATEGIES FOR IMPLEMENTING ECOMARKETING IN ENTERPRISES

Abstract

The growing global focus on environmental sustainability has transformed traditional marketing approaches, giving rise to ecomarketing — a strategy that integrates ecological principles into business operations and consumer engagement. This paper explores key concepts for implementing ecomarketing in enterprises, emphasizing the alignment between economic performance and environmental responsibility. It outlines the theoretical foundations of ecomarketing, identifies the main drivers and barriers to its adoption, and proposes a conceptual framework for integrating eco-oriented strategies into corporate marketing systems. The study highlights how green branding, sustainable product design, and eco-friendly communication contribute to competitive advantage, improved corporate image, and long-term stakeholder trust. Furthermore, it discusses the role of digital technologies, circular economy principles, and consumer behavior changes in advancing ecomarketing practices. The findings suggest that successful implementation requires organizational commitment, regulatory support, and an environmentally conscious corporate culture.