THE INFLUENCE OF POSITIVE ENVIRONMENTAL IMAGE ON FORMATION OF THE GOODWILL OF THE ENTERPRISE
Abstract
Purpose – to study the relationship between environment-oriented activities, environmental image and a goodwill of the enterprise. Methodology of research. Structural analysis of foreign and Ukrainian scientists’ research scientists in the field of environmentally-oriented activities and the formation of an image in the minds of target audiences. Fundings. The impact of environmental image on the value of goodwill is obvious, but the problems that reduce the effectiveness of the ecologically-oriented decision were revealed such as: there is a time gap between the measures and effect actions; environmentally-oriented solutions are effective only if they are visible for public; environmental competitive advantages matter only if they are visual and significant for target customers. Originality. The paper proposed to consider ecological goodwill as a result of environmentally-oriented activity and which is reflected in the environmental image. Practical value. Investments in environmentally-oriented activities allow analyzing a company's ability to solve environmental problems that arise, and also the willingness to produce products in accordance with environmental standards.
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