Relevance of a subject of research and problem statement. Economy greening always was part of social and economic development of the states of the world and world economy as a whole. Existence of an interconnection and dependences between a condition of ecology, social and economic development it is indisputable. The most topical and problem issues today are (1) destabilizing influence of economic growth on a condition of ecology (on condition of simultaneous accumulation of rates of a gain of economic indicators and environmental pollution level, gets menacing scales, possibility of an identification of concepts of "the economic growth" and "economic development" it is called in question) and (2) dot approach in the solution of greening of economy. As negative consequences of the first aspect can be minimized (full elimination, unfortunately, is impossible because of global inevitable nature of processes) only effective realization of the general complex strategy of greening of global economy, it is necessary to stop on the matter in more detail.

Analysis of the last researches and publications. Overwhelming quantity both national, and foreign researches and publications on the matter Reports Brundtland "Our general future" and accepted 1992 are based on Conference of the UN on environment problems "An agenda on the XXI a century" with the following additions on the published 1987 World commission of the UN on environment and development. Besides, there is a number of articles of the American scientists-researchers and research opinions and the reports published by mainly West European non-state profile organizations, on separate aspects of greening as defining factor of social and economic development. Works of domestic scientists in this sphere, unfortunately, is very limited. It speaks, first of all, not priority of the matter within a state policy of development, and also essential limitation of funds which were allocated not only for development in this sphere, but also which were attracted in a look of "green investments" under different realization socially - ecological business projects.

Research objective. The main objective of this research is the analysis of a place of an ecological component in the general system of factors of social and economic development of the states and a world civilization as a whole. And though now, serious mathematical calculations and results of the complex economic analysis of this sphere don't exist, the fact of close interrelation of ecology-economy-society in the course of creation of global steady economy is indisputable are unconditional, as well as scientific are confirmed, such, intensively develop and sometimes неотвратимы, the negative ecological processes which part of emergence it is provoked Not destructive by development of world economy.

Result of research. Only within the several first crisis months (financial crisis of 2008-2009) which were characterized by active anti-recessionary actions of stabilization of the world banking sector, only in one Great Britain it was spent about two billion pounds sterling from the state budget. By estimates of specially created State commission of Great Britain even the minimum consequences of global ecological crisis to cost a minimum about 20% of cumulative world gross domestic product. Sumy impressive. Even more impressive and menacing are both economic, and ecological consequences of similar crises for the future generations [2].

Considering deepening of processes of negative influence of mankind on environment, today in the world the set of the commissions, committees, departments and the organizations which are engaged in research, the analysis of these processes and development of the measures operating as on state, and international levels is created.

With assistance of the UN and other profile international organizations recently I got essential distribution of the practician of the non-financial corporate reporting (which or it is required by the governments of the certain countries of the world or which granting is encouraged with any material and non-material preferences to the "conscientious" companies from the government of the countries of their stay), which making part is ecological, including such questions as: implementation of "green" investment, influence on environment, introduction of energy saving and protective technologies. However, due to the lack of legislative regulation of accurate need of submission of the such reporting and lack of procedure of encouragement and punishment of the companies, proceeding from their substantial filling, the practician of submission of the such reporting remains only isolated cases, and its quality is unsatisfactory.

Nevertheless, if in the field of "green" regulation of business there are some shifts, more problem and neosufficed there is a question of creation of consciousness of society by education at people understanding, understanding of importance of greening of its existence and scales of negative consequences of these processes upon their transition to not adjustability stage.

It is natural that only the person who realizes a problem, well understands it, sees the role in its decision, and also positive and negative consequences for itself conditions of implementation of certain scenarios of succession of events, can actively be attracted to its decision and carry out effective activity in this direction.

Results of the annual report delivered to order of the Congress of the USA by National by fund of education in the field of environment (NEEF - the National Environmental Education Foundation) which main objective was to estimate education of Americans in the environment sphere are rather indicative. The thesis of research the assumption became initial that the majority of people possesses the different plan superficial knowledge on this perspective, can formulate some (usually false) principles, views of single questions, but, as a rule, almost have no understanding of relevance of problems of the sphere of environment. Besides, people estimate the education much above than real-life level. This assumption was completely confirmed [1].

Unfortunately, the similar problem is actual almost for all developed countries of the world, which negative influence because of existence of resources for this purpose extremely big on environment which, in turn, can initiate certain positive shifts in this sphere. Similar the question in the backward countries of the world isn't brought up at all therefore the awareness of the population, respectively, is in this sphere at zero level.

As the person as the individual carries out at the same time a set of functions in system of coordinates "society nature" - the person is at the same time the producer of the benefits, their consumer, the main contractor, that is represents the business which is carrying out direct influence on environment, the person manages the state and international institutes, engaged in research and management, operating some kind of influence of the person and business on environment, the person is a species which is in direct contact with environment and under its influence, and, therefore, any its high-quality changes directly influence the person - it has to become the main object of management. The state has to pay direct attention to level of education of the population in questions of the sphere of environment, at the same time forming in his individuals consciousness with an appreciation of importance and need of environmental protection.

Today, even among the most educated and influential segments of the population a situation of rather heavy. According to results of the research, about 45 million respondents consider that the ocean is the main source of fresh drinking water; 120000000 citizens consider that containers sprays a chlorine-containing-fluorine-carbonates (CFCs) though their use is officially forbidden since 1978; also about 120 million respondents believe that disposable diapers is the basic a material polluting environment though really they make only 1% from the total amount of waste; 130000000 considers that the main quantity of energy is made by hydroelectric power stations though actually their share makes about 10% of total amount. Rather low interest of the population of osvidomleniye with existing problems of air pollution and water resources. And ascertaining "conscious ignoring to environment questions", in particular persons with the higher education and representatives of government bodies of the power and pro-power structures [1] became the most characteristic feature of similar researches for 2010.

Experts consider as a prime problem at all directly and ways of increase of level of literacy of the population, and a consequence of current trends of social development of society, such as: dependence on a cyberspace, other means of electronics (for example, television), the insufficient attention of parents, but sometimes their own negative example, an individualization and leaving from team games leads to that children minimize stay time out of door, and sometimes even behind the virtual world, significantly reduces their direct contact with environment. As a result, it is quite difficult to representatives of such generation to understand interrelation and influence of the person and environment, to realize existing problems and the place in their decision.

Considering such tendencies in the USA since 2008 the law on prevention of stay of children in the closed space (the No Child Left Inside Act) according to which were significantly raised a share of educational disciplines which awarenesses of children in environment questions would promote works. Besides, the special fund from which financing of development and deployment of new educational programs in the field of environment is made was created.

The similar problem is inherent also in other countries, in particular Western and Eastern Europe (the only difference level of state regulation which, at equal insufficient level of education and consciousness in this sphere, nevertheless removes countries of Western Europe in leaders in this sphere is). For this reason in countries of Eastern Europe still actual there are even such elementary measures of environmental protection, as sorting and ecological waste recycling and so forth.

A number of researches show, what even among "ecologically conscious" the population of only 10% are ready to use energy saving technologies of the house and to buy environmentally friendly and safe production, 50% don't use chemicals in the course of processing of soils in house farms, 30% try to save water and 60% carry out donations in the funds which are engaged in protection of water resources of a planet [4].

Kevin Coyle (Kevin J. Coyle) suggested to enter an index of ecological education of the population ("environmental literacy index") by means of which attempt to estimate cost, the value of informed, ecologically educated society is carried out. Having made some calculations, the researcher estimated a share of savings for the national economy, received from increase of level of ecological literacy of the population.

According to the estimates of Department of power industry of the USA house farms annually use the electric power in the total cost 233 billion dollars. USA. Increase of literacy of the population in the sphere of environment allows to reduce 5% of the used electric power that is equivalent to economy of the budget in a size of 11,5 billion dollars. USA.

At the same time, the cost of annual use of gasoline is estimated in 137 billion dollars. USA. 5% the economy of gasoline thanks to change of preferences of consumers and their habits will allow to save 7000000000 dollars annually. USA.

5% reduction of a water consumption will allow to save about 14200000000 dollars. The USA annually that is equivalent to trillion gallons of water.

25 billions more dale. The USA can save dale thanks to reduction by 5% of the expenses which are carried out by subjects of small business, and 18 billions. The USA thanks to reduction of expenses of house farms by 2% thanks to banal increase of education and consciousness of the population in the sphere of environmental protection [3].

Certainly, from the economic point of view these calculations are rather primitive, but even this analysis pushes on certain conclusions: even insignificant positive shifts in behavior of ordinary citizens taking into account total of a world's population can lead to a considerable positive effect within the general social and economic development. But, estimating appeal of this business project, with confidence it is possible to tell that financial dividends from the investments directed on increase of what education of the population can be very essential.

At the same time, it is impossible to put this freight on any one contractor. As benefits from these business projects is universal property, as participants of these processes any institutes - the government, the companies, the educational centers, profile non-state establishments, the international organizations, ordinary citizens and etc. have to act at the same time.

At the same time, the long term and ambiguous estimates on payback and efficiency of investments into the ecological sphere is the major braking factor of their implementation. At uncertainty governmental the politician of the certain states of the world, and sometimes and regional and international groups, in the sphere of ecology, the company try to avoid the basic "green investments", preferring investments fast and highly profitable. The business strategy focused on prevention of climatic changes and the solution of other urgent problems of environment, rather uncertain and risky, especially in modern crisis conditions of development of world economy.

Conclusions and prospects of further researches. However, at reasonable and an integrated approach of the international organizations and pro-power structures of the certain states of the world "green investments" can represent really highly profitable activity and perspective for development a field to business structures. For this purpose it is necessary to investigate, estimate and realize only correctly the greening and benefit sphere or losses from its development or ignoring respectively.

The first considerable a task has to become an assessment of long-term prospect and profitability of implementation of ecological projects and implementation of "green investments". It is natural, after all long urgent effect of climatic changes most powerful and inevitable in case of non-interference is ignored exactly. The companies which are limited in assets, those which product cost mainly consists of energy and coal resources, and also the company which, simply, have no stable average and long-term strategy of development can face such delayed effects first of all. Such companies have to be most interested in participation in investment projects of this sort.

Secondly, in the future of an investment into the ecological sphere can become way of obtaining the income literally from anything, from air. In that case even such perspective, already traditional methods of activity of the companies as development and improvement of goods and services, research developments and deployments of innovations can be considered, in the long term, as too expensive. However, unfortunately, today's practical experience of functioning of business units proves that only orientation on comparative advantages, production of the most effective from the point of view of expenses benefits of goods or service gives the companies of a guarantee of further prospect of functioning in a certain market.

Thirdly, the companies while, prefer expectation strategy. Considering instability of a surrounding business environment and uncertainty of tendencies of functioning and development of world economy in the conditions of crisis today it is expedient, according to many contractors, not to do an investment of means generally, or not to become hostages of certain legislative restrictions on a conclusion of remedies and return of earlier carried out investments, not to be attached to a certain type of goods or services which, at any time, can lose the liquidity.

Certainly, everything higher told, is the certificate of that all companies, without an exception, have to carry out investments of the ecological direction. But they should realize that an assessment of risks from climate change, their influences on process of operational and strategic activity of a certain enterprise and calculation of efficiency of investment should be estimated at this sphere at level with an assessment of other sort of risks and to try to hedge all possible ways them. Understanding of existence of such type of risks and their importance at level with other their types are especially important.

There are two main theses which rather strongly influence perception of the matter the enterprises. First, only the greatest advantage, providing successful functioning of business in the future, the company see in an investment of the capital into concrete new products, projects and improvements of existing equipment of the companies. If there is an ecological component definitely influences these processes, only in this case it will be considered as an investment element for the purpose of obtaining long-term advantages of functioning of business.

Secondly, effective adoption of administrative decisions including investment, is based on available information, knowledge and results of the carried-out expert estimates. In a case when it is a question of the ecological component, similar calculations either are absent, or were carried out at primitive superficial level.

It is natural that making the decision on investment of the company have to operate with indisputable facts and digital faktazhny a material for the purpose of adoption of the most effective decision. Such information base, while, even on condition of publicity and the importance of questions of greening whole and business greening in particular, no. Wine in it are necessary, first of all, on the relevant profile organizations. It, in the root, besides reduces a question to level of a human factor and lack of appropriate level of education and awareness of importance of environmental issues within the general social and economic development.

BIBLIOGRAPHY:

1 . Joel Makower. Strategies for the green economy. Opportunitues and challenges in the new world of business. USA, Green World Media, Inc. 2010 .

2 . Capital climate solutions. Posted by Rory Sullivan on Sep 5, 2011 for EthicalCorp.Com.

3 . Environmental policy globalization means better reporting. Posted by Rory Sullivan and Paul Hohnen on Sep 23, 2011 for EthicalCorp.Com.

4 . V.Rasshireniye's wolf of EU: influence on ecological policy and sustainable development / Century Vovk / / Independent culturological magazine: To. 2006 . - No. 41. - Page 72-82.