Bicycle transport as an object of ecological marketing and innovations in urban transportations

The aim of the article.In the modern world society is faced with problems of growing population, increasing environmental problems, lack of minerals and social-economic globalization when necessity of both individual and humanity survival is becoming extremely important. By next few years 80% of the worlds population will live in the cities. This is the main reason which force us to think about the more effective usage of urban space and transport people in cities. Nowadays ecological pollution and increased costs on transport service highlight the importance of seeking alternative types of transport. The youth of many European countries prefer bikes as main transport. Usage of bicycles in Europe is constantly growing due to European and local urban and mobility policies. Therefore, we may consider an opportunity to promote bicycle transport in Ukraine, that requires complex investigation of this question.The purpose of the article is to define features and the ways of bicycle transport implementation in Ukrainian cities as a priority for youth; it includes the best world practices of bicycle transport implementation into urban space and searching for possible ways to apply the European experience in Ukraine.The results of the analysis.As a part of our research we considered investigating international experience of cycling in Europe as an alternative to the public transport and as an example of ecological marketing. The best methods of usage cycling in the urban space were described and analysed. Moreover, we identified the main problems (and the potential solutions) with implementation of cycling infrastructure in urban space based on international and national experience (special signs, traffic lights etc.). In the article different opportunities for realization in city Sumy were proposed. Our focus was on atomized network of bike rental services and we confirmed the effectiveness of such program in this city. The bicycle infrastructure creation, including a bike rental service, was marked as objects that need investments. We highlighted that it is important to plan urban development, giving priority role for cyclists and pedestrians, not cars today.Therefore, the bike has to be classified as a potential students transport of the future because of the huge advantages in its usage. Firstly, the bike is comparatively a chip type of transport, that does not need big costs on its usage. Secondly, the bike is ecological and economical because it is fuel-free. Thirdly, the bike is chip in repairing in comparison with passenger car. Moreover, the usage of bicycle transport is a way of solving the problem with traffic, a public transport overload etc. It was shown that the bicycle transport is not as popular in Ukraine as in European cities. The bicycle movement needs well organized infrastructure, bike trails, parking places, sights as in European Union. When the local governments of Kyiv, Lviv and some other Ukrainian cities are working on the program of development the bicycle infrastructure, there is not any purposeful and centralized support from state. A set of mentioned events may be considered as a part of ecological marketing, which must be used by worried about environmental situation city halls. Thus, it will cause citizens to use bicycles. In general, the problem of city transport greening is totally corresponding to the concept of social and ethical marketing that more and more is studied by developed countries.Conclusions and directions of further researches.Further researches should be directed to enlightenment of advantages of bicycle transport usage, foundation of its ecological, economical features and statistical proof of bicycle users health improvements: prevention of cardiovascular and respiratory diseases, effective tool against stress, ability to improve mood and keep fit.Therefore, innovation development of passenger transport in Ukraine have to be addressed to the bicycle transport, that may become a youth transport in cities. Having quality organized bicycle infrastructure (bike trails, special signs and marking, bike rental network etc.) Ukrainian students will feel all the advantages of using a bike as everyday transport because of its environmental friendliness, economy, possible usage for training and recovery. That is why a conscious and effective informational policy is required.