Аннотация
The trend of environmental care is gaining popularity. Concern for the planet has led to a reevaluation of humanity’s vision. Businesses have reconsidered strategies and responded to consumers' demand for conscious consumption. The aim of this research is to examine the key concepts, principles, tools of green marketing, and the requirements for their usage. The following methods were used: comparative analysis, analysis of secondary data, expert surveys, generalisation and grouping.The authors focus on the tools of green marketing and criteria for their usage. They have identified key indicators for evaluating the effectiveness of these tools in the context of digitization, as well as highlighted primary methods of publicity, as a company should be as transparent as possible and actively engaged in media space. Greenwashing is emphasized as a challenge of falsely using eco-labeling, misleading consumers about environmental purity. The authors stress tightening laws on eco-labeling to prevent greenwashing. The article shows the key steps taken by Kazakhstan towards environmental friendliness and sustainable development. Additionally, the authors highlighted the importance of businesses transitioning to eco-friendly practices, particularly in developing countries. An important addition to the research is the proposal for the creation and implementation of an "investment passport" for participants in green finance, which will help increase transparency, reduce risks, and build investor trust, opening up new opportunities for attracting investments in environmentally friendly projects.