ЗЕЛЕНИЙ БІЗНЕС: СУТНІСНА ХАРАКТЕРИСТИКА ТА ПРИНЦИПИ РОЗВИТКУ

The article studies the essential characteristics of green business. It is substantiated that the economy of Ukraine has long been characterized by an extensive type of production, which has led to significant depletion of natural resources, environmental burden on the environment, overspending of resources and the use of outdated technologies. It is proven that the modern consumer prefers environmentally friendly products and brands that pursue the principles of sustainable development and are socially conscious, which makes the issue of green business development relevant. The dynamics of the environmental efficiency index of Ukraine are presented, which showed an improvement in the situation regarding the greening of business. It is determined that the characteristics of green business are: profit generation by the enterprise as a result of the production and sale of environmentally friendly products; production of products that improve the well-being of the population and promote social justice; minimization of environmental risks and reduction of eco-destructive burden on the environment; economical use of resources that ensures rational production. The author's vision of green business as a type of economic activity is presented, which is aimed at ensuring a balance of interests between rational production and conscious consumption of environmentally friendly products, which will reduce environmental risks, improve the well-being of the population and obtain an economic effect. The requirements for the development of green business are given, which are: environmental responsibility; efficient use of resources; ensuring social responsibility of business; balance in the "man-nature-production" system; the use of green logistics, which involves the formation and development. It is substantiated that green business is able to balance the economic development of business entities, the environmental orientation of their business and the social component (well-being of the population), and accordingly - to move in the direction of development of the triad model "man-nature-production". It is concluded that green business is a type of activity that is able to preserve the environment, form a green supply chain and develop green logistics, generate social justice and environmental awareness in society.