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The article deals with the basic principles of the formation and development of «green» investment in the country, which is a key element in creating a competitive environment. The purpose of the study is to analyze the principles of green country investment formation, to define the role and importance for development. It is determined that each country has its own peculiarities due to the level of development of the country, its geographical location, the availability of natural resources and the specifics of the concepts, models and development tools used, corresponding to national priorities and accumulated experience, and therefore the transition to a «green» economy for different countries will happen under different scenarios. It is revealed that the world community in general and Ukraine in particular need to look for new approaches to managing the economy and the environment, ensuring, on the one hand, their equilibrium and compatibility of development, and, on the other, ensuring, along with economic, water, energy and food security. of the state. within the international paradigm of sustainable development. The concept of «green» investment is quite new to national science and practice. It should be noted that, despite the use of the term «green» investment in the Western scientific literature, there is actually no understanding of the essential content of this category in domestic science. Therefore, a consistent and effective implementation of the principles of green investing, as well as green development in general, is only possible in a regulatory environment that is transparent and fair, developed in accordance with the rule of law, with independent judicial procedures, with the participation of independent market regulators, act in accordance with national interests, respecting the rights of investors and consumers. On the other hand, socially responsible business behavior plays a vital role in their implementation principles, one of the key indicators of which is the attitude of businesses to environmental issues, resource efficiency and energy efficiency, disclosure of socially significant non-financial information. For the effective transition to a «green» economy, effective policy frameworks must be established in the country to develop and implement strategies for developing a «green» economy based on a comprehensive and integrated approach, covering all spheres of public life and principles of their activity.

PRINCIPLES OF FORMATION OF THE GREEN INVESTMENT OF THE COUNTRY: THE ROLE AND IMPORTANCE FOR COMPETITIVENESS