Puzko S. The use of innovative technologies to bring a new product to the market

The dissertation is devoted to the study of theoretical and applied aspects of the use of innovative technologies to bring a new eco-product to the market by forming consumer environmental awareness. The author also improves the approach to the use of behavioral theories in the strategy of promoting new environmentally friendly products on the market, which is based on a thorough analysis of the market and consumer behavior in it; development of promotion tools based on a deep understanding of the motives and behavior of consumers and their attitude towards environmentally friendly products; individualization of promotion of environmentally friendly products, taking into account their unique characteristics and the level of environmental awareness of consumers.