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.

In the sustainable economy, consumer preferences are gradually coming to prioritise environmentally friendly products and services. A sustainable economy is directly linked to the growth of consumer welfare and environmental culture. The success of environmental projects is largely determined by approaches to the management of complex interconnected objects. Technological integration and the value chain from raw material extraction to the marketing of environmentally friendly products add to the growth factors. In this regard, we formulate the purpose of this study: to generalise the approaches and improve the mechanism of the ecological branding of the industrial complex of a region through conscious ESG transformation. For this purpose, we studied statistics and principles of management systems of Kazakh companies and their stakeholders. We analysed the situation of industrial complexes and their partners in the external environment to identify barriers to the development and implementation of eco-branding tools. The theoretical significance of the study helps to reveal the influence of ecological principles of modern production organisation 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 circular economy and green marketing. The practical adaptation of a set of assessment tools helped the realisation of this study in the form of the systematisation of interaction factors between the 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.