екологічність

An urgent problem that arises in the practices of green marketing is the growth of greenwash- ing; companies that provide inappropriate, exaggerated or false information about product quality. This article provides information on the impact of greenwashing on consumers. The interpretation of the concept of «greenwashing» is considered and the origin of this concept as a scientific term is de- termined.

The article is devoted to the study of circular economy, its concept; the main circular business- models, their essence and advantages in the practical application based on the analysis of researches of their introduction and use in the world and domestic companies are analyzed; features of the development of circular economy in Ukraine in disclosure of researches of sources of financing of innovative activity and a share of innovative enterprises in general scale are revealed; the expediency of introduction of energy-efficient and energy-saving technologies at the enterprises within the li