IMPLEMENTATION AN ENVIRONMENTAL STRATEGY AS A TOOL FOR ENHANCING ENTERPRISE COMPETITIVENESS UNDER THE EUROPEAN GREEN DEAL

Abstract

The article examines the formation of an environmental strategy as a key determinant of enterprise competitiveness in the context of the global transition toward sustainable development. Strengthening environmental regulations, the implementation of the European Green Deal, rising resource costs, and the spread of circular economy principles compel retail enterprises to integrate ecological considerations into managerial decision-making and long-term corporate planning. The study aims to substantiate the theoretical foundations and practical mechanisms for developing an environmental strategy adapted to the specific conditions of Ukrainian retail, which influence consumer behaviour, shape public environmental awareness, and guide market transformation. The methodological framework is based on systemic, comparative, and structural-functional approaches combined with environmental and economic indicator analysis, ecological auditing tools, strategic planning methods, and elements of life-cycle assessment. The research proposes an adaptive model of environmental strategy that incorporates resource efficiency, technological innovation, digital monitoring systems, low-carbon solutions, ESG transparency, and continuous improvement mechanisms. The results demonstrate that environmental initiatives not only reduce operational losses and energy consumption but also enhance process stability, strengthen brand reputation, expand access to investment resources, and contribute to the formation of long-term competitive advantages. Special attention is given to circular practices, ecological certification, and digital tools for managing environmental performance, which support the development of resilient business models capable of adapting to regulatory shifts and emerging market risks. The findings provide practical value for enterprises seeking to integrate sustainability principles into strategic management, improve ecological efficiency, and maintain stable competitive positions in a dynamic market environment, offering guidance for further strategic development.