Polovska V. Formation of environmental marketing system in forest sector of economy on sustainable development basis

The object of research is the process of environmental marketing formation in forest and wood processing enterprises in Ukraine. The purpose - development of ecological and economic foundations of marketing in Ukrainian forest and wood-processing enterprises on sustainable development basis in order to improve their management efficiency in the market environment. Research methods - system approach, comparative and graphic research methods, balanced scorecards, correlation-regression analysis, cluster analysis, induction and deduction. Scientific novelty. For the first time is environmental marketing model in forest sector developed, which combines five segments: production and services, sales, pricing and supply, communications and sales promotions, information for environmental decision-making based on their comparative evaluation and cluster analysis. Improved are: methodological foundations of environmental marketing strategies grounding and decision-making in forest and wood processing enterprises; environmental marketing information support and the process of environmental marketing communications planning for implementation of communications purposes for greening of the Ukrainian forest sector of economy; methodical approach to formation of environmental decision efficiency indicators in production and marketing activity of forest sector enterprises by means of the balanced scorecard. Were further developed: conceptual principles of social and environmental responsibility in forest sector of economy with consideration of regional specifics, the scale of enterprises activity and the prospects of expanding economic action scope of international and national standards on interbranch level; approaches to environmental marketing decision-making in forest and wood-processing enterprises on the basis of correlation-regression analysis of their marketing performance and financial activity indicators. The practical significance consists in the development of environmentally-oriented marketing strategies for the forest sector enterprises and their approbation in business units activities. Research results are used by Lviv Regional Forestry and Hunting Bureau. The area of application: enterprises of forest sector of economy.