T. Pimonenko, O. Lyulyov, O. Chygryn. Marketing of green investment: collaboration between main stakeholders.

Abstract

The paper deals with analyses of the preconditions to develop mechanisms for attracting additional green investments to finance the achievement of sustainable development goals and the country’s green growth. At the same time, the authors proved that one of the most attractive ways to avoid the current barriers (stereotyped thinking, information asymmetry, the inconsistency of goals and interests among stakeholders, etc.) was the formation of the promotion program for green investments. The authors identified the main shareholders of the green investment market and characterized their interests, considering the specifics of green investments. Moreover, the authors developed the stakeholders’ collaboration mechanism of the green investment market, considering their interests through a distinct economic, motivational, organizational, regulatory and marketing support. In the paper, the authors justified the necessity to format stakeholders’ collaboration mechanism basing on system dynamics principles in order to minimize the negative shocks, contradictions and conflicts in the interaction chains between stakeholders. Within the framework of the developed collaborative mechanism, the authors described 8P marketing concept taking into account the specifics of green investments: green pricing, green investment as a product, positioning in the green investment market, promotion of the green brand, the formation of a green image and brand, key stakeholders in the green investment market, government support and political climate, green production, quality and certification. In addition, along with traditional marketing instrument of the stakeholders’ collaboration mechanism, the authors allocated modern marketing instruments to promote green investments. The authors identified the further investigation direction as follows: analyse of the approaches to increase the trust level of key stakeholders to the brand "green"; analyse of the approaches to the format the green brand as for the country as for the company.