In the sustainable economy, consumer preferences are gradually beginning to prioritize environmentally friendly products and services. A sustainable economy is directly linked to the growth of consumer welfare and the environmental culture. The success of environmental projects is largely determined by approaches to the management of complex interconnected objects, which operate in developed industrial regions. In this regard, we formulate the purpose of this study, which is to generalize approaches to and to improve the mechanisms of the ecological branding of the industrial complex of a region through conscious ESG transformation. For this purpose, we have studied the statistics and principles of the management systems of Kazakhstani companies and their stakeholders. The focus was on the Pavlodar industrial region, where metallurgical production, petrochemicals, the agro-industrial sector, the banking sector, and logistics hubs are developed. The vision and the mechanisms that can influence the development of the export potential of products with an “ecological brand” were studied. A survey of export-oriented organizations helped to identify the behavioral attributes of the “new generation eco-consumer”, namely, a conscious desire to reduce the negative impact of production and economic activities on the environment. The theoretical significance of this study helps to reveal the influence of the ecological principles of the organization of modern production on the speed of transition to green technologies. Its practical significance is seen in the formation of a system for measuring the level of readiness of companies to promote the ecological branding of a region’s industry outside its country.

Economic science provides a rich methodological toolkit for sustainable development combined with the principles of the circular economy and green marketing. The practical adaptation of a set of assessment tools helped the realisation of the goal of this study in the form of the systematisation of interaction factors between economic growth and environmental branding of industrial companies in the Republic of Kazakhstan. Descriptive models were used to assess the economic and technological state of enterprises and to analyse the effectiveness of capital investments for the implementation of green technology projects and social environmental investments. In the course of research of the population’s requests to manufacturers of industrial products, it was found out that the requirements to the environmental characteristics of finished products have increased, and the price of ecological products is of concern. Producers and end consumers can be brought closer together through eco-branding, creation of special platforms for green integration participants. To unlock the reserves of economic growth, it is proposed that green investment flows with the participation of industrial capital should be intensified in order to increase investments in the eco-cultural transformation of eco-consumers of the new generation.

Technological integration is considered as an effective measure to increase the technological performance of Russian industrial companies and improve their adaptation to a system of...

Basic problem: the Republic of Kazakhstan is a platform for implementing innovative projects in all spheres of the economy, providing the younger generation with resource centers, technological parks, agricultural equipment, industrial technologies and scientific and educational complexes. The main goal of such actions is to activate scientific research, increase the technological potential of the industrial sectors of the national economy, and stimulate the development of innovative activities in the field of research and development. The problems of developing an entrepreneurial culture are a cornerstone issue that combines a combination of motivational principles for generating and promoting ideas, activating youth entrepreneurship as the flagship of the future economy, and a complex epidemiological situation in the world that hinders not only the development of entrepreneurship, but also the course of all socio-economic processes in society. Purpose: The purpose of this study is to identify the problems of youth entrepreneurship and find ways to solve them in accordance with the principles and methods of implementation, including the unit economics. Methods: the research Area focuses on economic modeling techniques that are successfully used in international practice to determine the profitability of business models, taking into account the effect of the production of a unit of goods / services or a single client / customer. The implementation of this approach is facilitated by the use of traditional methods of scientific research, such as analysis, comparison, and a graphical method for visualizing the results obtained; quantification method and parametric method as an evaluation tool that allows formalizing the procedure for evaluating the performance of unit economics models. Results and their significance: when considering business models in relation to youth entrepreneurship, attention is paid to the skills and competencies that students who study the disciplines of the entrepreneurial block in higher education receive. The proposed methods of unit economics are actively used in the development and promotion of startups, as an integral part of business plans. It is concluded that youth business has started to play a crucial role in solving socio-economic problems, such as creating new jobs and reducing the unemployment rate, and training qualified personnel. The set of proposed measures provides additional opportunities and increases the influence of youth entrepreneurship, which becomes the basis for unlocking its potential.