Management of green investment: marketing instruments

Abstract

The paper deals with the analysis of the main preconditions to develop the concept of green investments marketing. Thus, the authors justified that current ecological, economic, social and political conflicts, as well as lack of financial resources, require to attract the additional investments to the national economy for the implementation of the indicators of sustainable development goals. The authors systematized the main parameters of green investments and their stakeholders in order to consider them during forming the system of marketing instruments for the green investment market. In the paper, the authors proved that manipulation of the publicity principle among stakeholders of the green investment market provoked the spreading of greenwashing. Based on the traditional 8P marketing concept and taking into account specificity of green investments, the authors developed a system of modern marketing instruments for the green investment market.