SUSTAINABLE BUSINESS MODELS IN ENHANCING REGIONAL PRODUCT COMPETITIVENESS

The study analyzes the problem of implementing the green economy to improve the regional level of product competitiveness and examines business models for achieving sustainable development. When analyzing modern business models, a model of a "green" economy is proposed that allows resource efficiency in the economic space of the region. The activity of an enterprise planning the implementation of a green economy model is considered, and it focuses on certain areas of action that can increase the level of competitiveness of its products. The study analyzes areas of resource optimization, one of which is the existence of common pool resources. Citizens of different countries were surveyed on their attitudes toward common pool resources' state and quality. It is concluded that there are not enough resources to finance the green sector, and there is a problem with monitoring the common-pool resources. At the same time, most respondents wish to privately own common-pool resources, which indicates the particularities of national culture, distrust of government, and efficient use of resources in private ownership, namely the desire to serve certain enterprises alone or their households to obtain individual utility rather than optimize the available resources. It concluded that it is necessary to develop environmental awareness and responsibility in the population, which can positively affect the regional level of competitiveness of products and increase the level of education of citizens, to adopt non-formal education in the country, optimize all existing systems that would be based on innovations, and reduce the negative environmental footprint.