Purpose. To build a theoretical model for ecologization of market behavior of consumers in modern economic conditions and to determine the main types of strategic reaction of enterprises to the ecological factor of business environment. Methodology. Methods of scientific generalization were applied to formulate the conclusions of research, analysis and synthesis to determine, in particular, the structure of ecological needs and interests. Statistical and graphical analysis showed dynamics of the market of ecological goods and consumers preferences. The comparison method was used for characterizing the strategical approaches to understanding the processes of market ecologization, the ecological marketing peculiarities. Findings. Components of the process of ecologization of consumers behavior (needs for security; needs for ecological safety; ecological interests; ecologization of the market demand) are consistently identified and substantiated. Structure of needs for ecological safety and their influence are defined (providing the reproduction of natural resources; safe natural environment; safe goods). The first two groups of needs form interests in ecological conditions of management, the third one in ecological properties of goods. Factors of ecological interests were divided into two groups endogenous and exogenous. Two possible strategic management approaches (adaptive and expansionary) to respond to the ecologization of consumers behavior are highlighted. Peculiarities of positioning, segmentation, communication and pricing policy of enterprises focused on the business use of trend of ecologization of market behavior of consumers are considered. Originality. A theoretical model for ecologization of market behavior of consumers in modern conditions was created on the basis of using the system approach. There was given further development to definition of such concepts as: needs for ecological safety; ecological interests of market agents-consumers; ecologization of demand; ecological goods. Definitions of factors influencing the consumers interests in ecological properties of goods were improved due to their dividing into endogenous and exogenous groups with further structuring. Two possible practical strategic management approaches (adaptive and expansionary) to reacting to ecologization of demand were substantiated. Peculiarities of components of ecological marketing were determined. Practical value. Results of the research can be used by managers for raising the level of analytical work as to taking into account the ecological component of business environment, consumers behavior and improvement of marketing strategies of enterprises.

No abstract

The article is devoted to the study of the root causes of the emergence of interests of economic entities in connection with the beginning of activities at the internal and external markets. Methods. In the research the main scientific methods are widely used. Among them the methods of logical search and synthesis, abstraction and concretization, analogies, modeling are mostly used. Results. The basics of the personal motivation for work and economic activity are discovered. The common hierarchy of needs is applied to the real economic activity of person and entity. The general reasons, root motives and needs related to economic activity of entrepreneurs are deeply analyzed. The features of the system of motivation to the economic activity of subjects in the internal and external economic space are determined. It has been demonstrated that the desire of the subject to engage in entrepreneurial activity both within the country and in the international economic space is similar from the scientific and practical point of view and in fact leads to several common groups of motives. Conclusions. It is proved that among the prime reasons connected with business interests of the enterprises there are motives for satisfying almost all the standard levels of needs with a clear predominance of the needs of the "highest level", that is, the desire for respect, self-expression and self-realization. It is shown that other needs are always present but play secondary role.