Abstract:

The purpose of the article is to reveal the features of green entrepreneurship and show its role in sustainable ecologically-balanced development of the region in the context of global principles of sustainable development and transformation of consumer preferences.

Methods and methodology for carrying out the work.

The method of theoretical generalisation, comparison, analysis and synthesis is used to define the categories of "green economy", "green entrepreneurship" for the purpose of its further development as a new direction of sustainable balanced development of the region. Also, the research is based on the methodology and principles of sustainable development in green entrepreneurship.

The structural components and criteria by which entrepreneurial activity can be considered "green" are identified.

The key directions of "green" entrepreneurship and its role in the development of the region are outlined. It is substantiated that green entrepreneurship, closely interacting with various components of the socio-economic system of the region, provides a balance between socio-economic needs and environmental opportunities of a particular area.

Conclusions. Effective support and development of green entrepreneurship in the region represents a significant step towards creating a sustainable economy capable of meeting the needs of today's generations without compromising the interests of future generations. Raising awareness of environmental issues and adopting environmentally friendly technologies in production contribute to improving the quality of life of people, preserving biodiversity and the balance of ecological systems. It is important that government agencies, business communities and civil society organizations cooperate to promote an enabling environment for green entrepreneurship and encourage environmentally responsible behavior to ensure sustainable development of the region.