THE THEORETICAL CONCEPTS OF INNOVATIVE POTENTIAL FORMATION OF NATIONAL ECONOMY
The main approaches to optimizing the competitive advantages of economic entities of Ukraine in the context of the implementation of the main provisions of the concept of sustainable development, taking into account the criterion of environmental efficiency, are considered.Producers of environmental innovations should take into account the impact of environmental pressures and negative environmental impacts when assessing their chances of market success. There are radical environmental innovations that have no direct analogues. For this type of innovation in the analysis of demand and assessment of market prospects are advised to consider the following factors: a critical consumer of capital, critical suitability of the product, the critical minimum level of income, the critical level of risk, and the critical amount of free time consumer. The speed of overcoming these barriers affects the time required to introduce environmental innovations to the market, start generating demand, and increase sales. For the formation of the domestic market of environmentally friendly products, it is necessary to create an adapted regulatory framework to stimulate producers and create a competitive environment. The mechanism for developing a strategy for the development of economicentities for the production of environmentally friendly goods is presented. The strategy is presented as a generalizing model of the actions necessary to achieve the goal. It is advisable to carry out strategic actions according to a certain algorithm, which is a logical sequence.The procedure for certification of environmentally friendly products and the algorithm of this process based on the criterion of environmental efficiency of production systems are proposed. Certification allows you to get complete and reliable information about the production of environmentally friendly goods at all stages, gives consumers a guarantee of compliance with the norms and standards that confirm the environmental purity of products.Objective comprehensive identification of the needs of the main consumer groups gradually forms the basis for the functioning of the market of environmentally friendly products. The diagnostic approach to its formation should be used in combination with the optimization approach, which is implemented through the formation and implementation of an appropriate strategy, the development of the legislative framework, the structure and infrastructure of the market.