Determining Potential Directions for Ukraine’s Own Green Brand Formation

Abstract

The article is aimed at studying the directions that are of paramount importance in the country's transition to ecologically oriented development, as well as determining on this basis Ukraine's readiness to form and develop its own «green» brand. In accordance with the set goal, the main directions to carry out the research were ecologization and sustainable development, organic agriculture and renewable energy. As a result of the research, Ukraine's position corresponding to the Sustainable Development Goals Index was determined. According to this, Ukraine successfully combines economic development, social integration and ecological sustainability. The value of the country's index is on par with new industrialized countries and even with some economically developed countries. Ukraine's position in accordance with the Environmental Performance Index is worse and shows a lag from the advanced countries of the world. Furthermore, it is determined that Ukraine inefficiently uses agricultural land, since there is a high level of plowing, and only 1.1% is occupied for organic production. Still, despite the fact that Ukraine is the second exporter of organic products to the EU after China, insufficient attention is paid to the markets of Asia and Africa. It is defined that renewable energy in Ukraine is at the stage of origin, the reason for which is, among other things, underfunding of this direction. The most developed sources of renewable energy in Ukraine are currently hydropower and solar energy. Additionally, the article highlights weaknesses that create obstacles to environmental friendliness and sustainable development and should be leveled when forming Ukraine’s own green brand.

Keywords

• green brand
• environmental friendliness
• sustainable development
• organic agriculture
• renewable energy