Rashchenko A. Еnvironmental marketing of crop production

Research object: the formation and implementation of environmental marketing of crop production. Purpose: justification of theoretical base, developing of technical approaches and practical recommendations as for the formulation and implementation of environmental marketing of crop production. Methods: dialectical cognition, systems approach, historical, abstract and logical, sociological, expert opinions, statistical and economic, grouping, hierarchical cluster analysis, settlement and constructive. Results: the mechanism to form environmental marketing of crop production is worked out. This mechanism includes the conditions, principles and tools of the marketing activities of agricultural producers in order to provide environmental safety and consumer environmental needs as well as economic goals achievement. The interpretation of the "environmental marketing of crops" is improved. The improved technical approach determines the level of territory availability as for the implementation of the environmentally safe technologies. The division of potential consumers of environmentally safe products into segments is done. On this basis the propositions for environmental marketing instruments use are developed. The possible centers of purveying-marketing cooperative societies which produce environmentally safe agricultural products are defined. The evaluation technique of agricultural products correspondence with environmental marketing requirements is improved; the technique is based on indicative evaluation of criteria of product ecological compatibility. Organizational model of creation and functioning of an association of producers and consumers of environmentally safe product is substantiated. Introduction: the results of the dissertation have found practical application in the Department of Economy and the Department of Agricultural Development Zhytomyr Regional State Administration. The proposals regard to the placement of the cooperative associations are used by VP AF "Avangard" TOV "Khmelnitske" Zhytomyr region. The proposals for the use of elements of the marketing techniques are used by OOO "Novgorod-Seversky Agrarian Investments" Chernihiv region. Some positions are used in Zhytomyr National Agroecological University in the educational process in the preparation of bachelors and masters in "Management and Administration" (discipline "Environmental Marketing") and "Economics and Entrepreneurship" (discipline "Organic production").