The conceptual approach to ecological and economic development of an industrial enterprise taking into account the green business concept has been formulated on the basis of available theoretical support analysis. In accordance with the modern realities aimed at natural and economic resource, use it has been determined that increasing the ecology friendly economic activity we ensure both effectiveness of environmental and economic activities of an enterprise and the program implementation of environmental and economic development of a region. Possible social-economic and ecological-economic consequences of different priorities to production and consumption approaches of ecological products as well as a need for ecological regulation of production are illustrated by the matrix «benefits – losses». It is expedient to obtain synergy from the introduction of economic and environmental components of socio-economic reforms at the national, regional and local levels, therefore, the practical consideration of environmental factors directly during economic activity is a dominant requirement.