Actualization of the “green” image for territorial development

Abstract

The article explores the importance of forming a “green” image of the territory for the purpose of its successful development in the context of the formation of a “green” model of the economy. The study characterizes the situation of transition from the “brown” to the “green” economic model within the framework of generally accepted sustainable development targets. In this regard, the views of scientists on the use of marketing solutions are disclosed: “green” branding, “green” marketing strategies, “green” image in terms of enhancing territorial development. The need for a trinity of efforts for “green” development on the part of the authorities, business and the population has been clarified. Data on the development of a number of areas of environmental goods and services in Russia and abroad are given. In the Russian context, for the full manifestation of positive global trends in terms of the “green” development of the economy and the “green” positioning of territories for an appropriate positive image, it is necessary to carry out compre-hensive work, coupled with the efforts of the authorities to form an appropriate institutional environment, the necessary infrastructure and actively implement “green” state procurement, as well as encouraging businesses that implement “green” marketing strategies and involve the population in conscious responsible consumption. The authors substantiate the need to form a “green” image of the territory, based on the involvement of the local population in the goals of the ecological development of the region, the growth in demand for environmental goods and services, the combination of the interests of government and business in this process based on the conjugation of the tasks of attracting investments and other resources, as well as growth satisfied local communities. The approach proposed by the authors can become the basis of marketing decisions in building a “green” image of Russian territories, which in the long run will form the basis of consumer satisfaction, the competitiveness of territories in terms of attracting various resources and conducting an environmentally oriented business.