THE ROLE OF ECO-MARKING IN GREEN MARKETING FOR INCREASING THE COMPETITIVENESS OF PRODUCTS ON THE MARKET

Introduction. In today's world, there is increasing attention to eco-labeling of products, which is becoming not just a trend but a necessity. This is an important aspect of green marketing strategy that can influence consumer decisions, enhance brand reputation, and promote sustainable development. Brands that actively implement eco-labeling have a greater chance of success in the future. In response to this trend, some manufacturers are producing goods or packaging with eco-labels. Analysis of recent research and publications. To analyze ecological marketing and the importance of eco-labeling, a broad literature search was conducted in major electronic databases, namely EBSCO, Scopus, and Web of Science, as well as on the Internet. Significant contributions to the category of “green marketing” have been made by scholars such as S. Hollensen, R. Orsato, J. Ginsberg, P. Bloom, M. J. Polonsky, D. Fuller, E. Woo, and many others. Purpose of the article. The purpose of this article is to investigate the impact of eco-labeling on consumer decisions, brand reputation, and sustainable development. It aims to emphasize the importance of ecological marketing in the modern world and to identify the connection between consumer eco-awareness and their choice of ecological products. Additionally, the article seeks to determine how green marketing strategies can contribute not only to competitiveness but also to social responsibility towards the environment and future generations. Materials and methods. The article is based on empirical research of a qualitative nature, which includes methods such as content analysis, synthesis, formalization, and systematization. The theoretical-methodological approach in the article is grounded in the studies of both foreign and domestic scholars in the field of ecological marketing, the concept of the “green” approach to product promotion, and sustainable enterprise development.