An important component of strengthening the competitive position of enterprises is to increase the level of greening of all economic processes. The purpose of the article is to systematize the prerequisites for the formation of environmentally friendly competitive principles. The author identifies the main transformation processes that will contribute to the formation of environmentally oriented competitiveness: development and implementation of green energy, production and promotion of green goods and services, implementation of green processes in business operations. The author substantiates that companies, that contribute to the greening of competitive advantages receive long-term benefits in the form of green brand formation, growth of the company's market capitalization. The article identifies the factors of intensification of green initiatives of enterprises, which are related to the introduction of green energy, environmental innovations, promotion of green consumption, increasing regulatory pressure on enterprises, strengthening competitive differentiation, etc. The author explored the experience of implementing environmental standards as drivers of intensifying the processes of greening competitive strategies. The article identifies and describes the basic components of the system of promoting ecologically oriented competitive advantages of enterprises in the market environment, which are determined by mechanisms for overcoming obstacles to promoting ecologically oriented activities, formation of strategic priorities, long-term transformation processes. The necessity of improvement of methodical approaches on an estimation of a level of greening of competitive advantages of the enterprise is proved. Management decisions about the necessary costs for energy saving / conservation of resources and the introduction of ecological production cause changes in economic indicators of production (cost, efficiency, product quality).Finding a compromise between economic indicators and environmental benefits of clean production will ensure the formation of green competitive advantages of the enterprise.