The article proposes and formulates the basic principles for the formation of more advanced state legal and economic mechanisms for regulating effective investment activity, including comparability, continuity, complexity, profitability, adequacy and differentiation of real investment projects implemented at industrial enterprises in the region. The interrelation and interdependence of the degree of awareness of environmental problems in society, push and pull factors of influence on the investment activity of an industrial enterprise, its investment opportunities / potential / and risks are reflected. A new principle has been proposed, which we propose to put as the basis for optimizing and intensifying the economic and institutional regulation by the state of investment processes aimed at making long-term and short-term investments by investors in the development of economic activity, planning and practical implementation of promising and high-tech environmental projects - the principle of competitiveness. The fact is that attempts to implement environmentally friendly investment projects at existing industrial enterprises are faced with a mismatch between environmental and economic tasks, since large-scale actions to preserve nature and ensure environmental safety involve additional costs, which in turn will entail an increase in the cost of goods and, accordingly, reduce its competitiveness. It has been proven that ecological and economic tasks are absolutely equivalent and at the same time harmoniously complement each other. As a result of their interaction, a synergistic effect is formed, which should cause an increase in the competitiveness of the enterprise, since a fundamentally new development potential is formed, which, in addition to investment, also contains an environmental component.