Developing Ecological Marketing through the Sustainable Public Procurement

Abstract

In the context of the climate crisis and the depletion of natural resources, the Republic of Moldova has committed, through its Environmental Strategy 2024–2030, to aligning national policies with European objectives for sustainable development. The strategy aims to reduce greenhouse gas emissions, adapt to climate change, transition to a circular economy, and protect biodiversity. An important direction is the promotion of ecological marketing, which supports sustainable products and services through energy efficiency and social responsibility. In this regard, Sustainable Public Procurement (SPP) becomes a strategic tool, guiding public demand towards ecological products and encouraging producers to change their behavior. SPP contributes to innovation, social responsibility, and reducing environmental impact. Although Moldova allocates limited resources for environmental protection, the National Environmental Fund and international partnerships support sustainable investments. Compared to the European Union, where public procurement accounts for an average of 14% of GDP, in Moldova it stands at around 11%, indicating significant untapped potential. Through coherent public policies and cross-sector collaboration, sustainable procurement can catalyze the development of ecologic marketing and the transition to a sustainable and resilient economy. UDC: [339.138:352/354]:504(478)