The issues of the environmentally friendly business development in Russia are considered in the paper. The authors research the concept of green production and market, management tools for corporate environmental responsibility. The paper examines the environmental innovations as changes in the socio-economic development of the society, which, together with a positive effect, improve the state of the environment or significantly reduce the negative impact on it. In the conclusion, the authors state that the greening of the enterprise’s relations with consumers implies, on the one hand, encouraging the supply of environmental goods and services, and on the other, creating a consumers’ good taste - economic needs and interests oriented to high eco standards. In the paper, the necessity of the green business guidelines implementation in Russia is justified. It helps to form and improve the entrepreneurial culture and a responsible attitude towards society and nature, as well as to promote principles of green economy.