Ecological Imperative Of Modern Marketing In The Context Of Digital Society

. The article examines the theoretical and methodological substantiation of the environmental imperative formation and its impact on the marketing concept transformation in the context of business globalization of the digital society. The periodization of the main trends and stages of the societal marketing of interaction is shown, the modern tendency of a mass shift in marketing towards the greening of business and the ecological positioning of goods and services, the development of environmentally oriented consumers segment in the context of social responsibility of business formation is emphasized. The essential characteristics of environmental marketing are revealed, approaches to its classification, based on the goals of the tasks of economic entities, are structured, which makes it possible to fully reveal the essence of the environmental imperative of modern societal marketing of interaction. Environmental marketing tools, which are aimed at creating competitive advantages, as well as promoting environmental initiatives were specified and structured.