IMPLEMENTATION OF THE BUSINESS MODEL OF ECOLOGICAL MARKETING OF MOTOR TRANSPORT ENTERPRISES

Objective. The objective of the study is to develop and implement a business model of environmental marketing in the motor transport enterprise. Methods. A set of known scientific methods is applied to achieve the goal of the study. The method of logical synthesis is used to study scientific thought on the environmentalization of society and the use of environmental marketing. The method of constructing schemes and models is used to visualize the results of the study and their schematic representation. The study also uses data from two marketing studies to identify and link between real problems in environmental marketing. Results. The article examines the current state of the ecological state of Ukraine and identifies the main air pollutants - industry and vehicles. The analysis of scientific works shows that the problem of using environmental marketing by motor transport enterprise is insufficiently disclosed and needs further study. Based on marketing research data, priority measures to improve air quality in Ukraine are identified. Environmental issues are increasingly worrying consumers of road transport services and require rethinking of the business model of modern marketing, which today is the philosophy of any business organization. The main goal of environmental marketing is to prevent or reduce environmental pollution through methods of promoting and selling environmentally friendly products or services. This will help to strengthen the competitive position of motor transport enterprise and increase profits by greening production. The article offers a modern business model of environmental marketing. The model is formed of seven basic elements that will help motor transport enterprise in running a modern business. To implement each of the proposed elements of the business model, the mechanism and components of implementation are improved. The developed business model of ecological marketing will lead to the improvement of the ecological condition of the state and help motor transport enterprises to enter the new ecological market of goods and services.