The article is devoted to identification of current realia and perspectives of realization of mechanisms of i mport substitution, together with development and strengthening of cooperation with foreign partners. As a result of the research, the authors came to the conclusion on the necessity for scientific and methodological substantiation and objective use of marketing & logistic instrumentarium for activation of programs of effective import substitution and entering external markets, minimization of risks and orientation at consumers' needs.

The article examines the target attitudes of Russian consumers to the services of “green” hotels. The authors substantiate that among the consumers of hotel services, the so-called millennials are gradually beginning to prevail, inclined to collect impressions focused on the choice of goods and services in the digital space. In Russia, at present, consumers are less demanding of the hotel business in terms of its “green” focus. They perceive the “green” orientation of hotels as a marketing ploy, and not a concern for them and society. It is concluded that society, as a whole, faces the task of ecological education of young people within the framework of the value paradigm of “green” development, which will subsequently lead to trends in the choice and model of consumer behavior similar to those in the rest of the world.

Territory marketing is a popular area in terms of developing directions for territorial development and practical steps for the implementation of this activity. The interest in this area has been updated due to the development of globalization and increased competition of territories with each other. However, in the scientific literature there are many similar concepts related to territorial marketing, territorial marketing and regional marketing, which requires understanding and understanding of their essential characteristics and relationships. Along with this, it is of objective interest to characterize the main approaches to territory marketing due to their high demand for Russian reality.

The main aim of this article is to examine the residents' interest of a region to form a territorial "green" brand. It refers to the region of Rostov where there is a continuous attempt to develop the territory based on sustainable green initiatives. The article reveals if the residents are aware on the authorities' efforts and how the population supports the initiatives as well as how active the residents are to develop the territory. The results of this research allow to forecast the success of the "green" brand formation with certain correction of the priorities concerning the informational and communication work to explain the significance of the given process to the residents and possibly the improvement of the population's standard of living.

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