The dissertation is devoted to the development of a theoretical-methodological and methodological basis for the formation of marketing support of green competitiveness at the enterprises of Ukraine. The results of a bibliometric analysis conducted using VOSViewer v.1.6.10, Scopus Tools Analysis and Web of Science Results Analysis allowed to determine the basic prerequisites and main stages of green competitiveness formation: 1) associated with the traditional understanding of competitiveness, its global measurement, development of processes of greening of economic activity; 2) associated with the greening of business and the development of a green economy; 3) related to the analysis of competitiveness in the context of green marketing strategies; 4) the formation of the concept of green competitiveness directly. Empirical substantiation of marketing determinants of green competitiveness using the tools of Google Analytics, Google Trends, correlation analysis and the method of smoothing the time series of commercial and scientific search queries showed that almost all categories within different groups of determinants have the correlation link by trend component is 99 % (categories: green marketing strategies, green pricing, green supply chains, green networks, green web tools, green brand, green advertising, green promotion). Theoretical and methodological approaches to the definition of green competitiveness depending on the markers of green competitive advantages are structured: the marker of "greening of economic activity" – process and commodity; the marker of "implementation of marketing tools to provide support green competitiveness" – marketing and analytical; the marker of "presence of internal economic ecologically oriented regulatory framework" – regulatory and organizational; the marker of “stakeholder inclusion and green infrastructure” – stakeholder infrastructure. Green competitiveness should be understood as the company's ability to form and effectively use green competitive advantages, their convergent and complementary effects, ensuring sustainable development of enterprises, expanding the company's position in the market, increasing investment attractiveness and capitalization, form an environmental brand. The concept of green competitiveness formation of enterprises should be based on an integrated combination of principles of dissemination, transparency, convergence and adaptability, taking into account the levels of convergence and complementary effects of green competitiveness, based on the identification of strategies and models of behaviour of enterprises in providing green competitiveness. The results of the application of entropy and taxonomic methods allowed to carry out an integrated assessment of the level of green competitiveness, which indicates the differentiation of its level for different industries. The hypothesis of the existence of a relationship between the integral index of the green competitiveness and the level of coupling of its components has been confirmed. The hypothesis of increasing the level of green competitiveness by integrating stakeholders into the enterprise management system was confirmed. The application of reflective-formative evaluation model using structural modelling tools and PLS-SEM techniques showed a positive statistically significant relationship between the level of integration of stakeholders in the enterprise management system and green competitiveness at the level of 0,671, and the impact of personalization of communications with stakeholders on the level of green competitiveness amounted to 0,936. The promotion and enhancement of green competitiveness will be ensured through the implementation of an omnichannel strategy combined with the use of different combinations of marketing channels of communication and the identification of causal relationships between relevant quality criteria. The hypothesis of a statistically significant discrepancy between the quality parameters of the marketing channels of communication and the levels of green competitiveness was confirmed. The causal relationships between the relevant characteristics of the marketing channels of communication and the level of green competitiveness are substantiated.
Key words: green competitiveness, green consumers, coupling, marketing of green goods, marketing determinants, marketing channels of communication and promotion, omnichannel marketing, sustainable development, stakeholder marketing.
