SUSTAINABILITY ISSUES IN GREEN BUSINESS FRAMEWORK

Entrepreneurship has traditionally been considered a way to create material goods, generate additional profit, and improve people’s well-being. Entrepreneurs always pursue private interests when carrying out economic activity, on the one hand, gaining profit in the competitive market and aiming to increase their entrepreneurial capital, on the other hand, by creating material goods or organizing services, contributing to the growing socio-economic needs of people satisfaction. However, by using entrepreneurial services, the population is already making a public demand to preserve the planet Earth, to take care of the surrounding environment, which is often neglected in the course of the business, that appears in the race for profit formation and, unfortunately, does not enter into the enterprise. within the framework of the goals of the owners. The article presents recommendations for improving green business management, as well as new approaches to assessing sustainable development outcomes.