Today, the concept of ecological economy has become increasingly important both nationally and internationally. The transition to a green economy directly affects the competitiveness of each enterprise and the competitiveness of the country's economy as a whole. Thus, the transition to an environmentally friendly, low-carbon and resource-efficient economic model is not only necessary but also essential for maintaining and strengthening competitiveness and prosperity, protecting the environment and, implicitly, human health and well-being. This research aims to explain the concept and principles of the ecological economy, to identify the challenges facing countries and businesses that have adopted policies aimed at improving their environmental situation, but also to analyze the prospects of this approach at national and international level.