Green demand as a factor and condition of the economy ecological modernization

National and foreign analysts assess by common consent the demand for green products as the most important factor and condition determining the depth and speed of economy greening processes. From this viewpoint, the analysis of the processes forming green demand in the country is of great interest.The role of the tourism industry in the global economy and in the processes of transition to the green economic growth model defines the importance of the impact analysis of dynamic aggregate green demand for economy greening in the regions with recreation and tourism specialization.The article shows the results of studying the components of aggregate demand for the main institutional economic entities: households, state and corporations. The paper analyzes the factors and conditions of its forming. A special focus is on the problems of forming green demand for tourism industry products.The low level of aggregate green demand in Russia is substantiated in the conclusion. This proves the fact that economic entities are not ready to change their behavior in production and consumption processes in order to reduce negative effect on the environment and requires urgent measures for the formation and efficient application of green demand stimulating devices and the environmental transformation of the economy.The results of analyzing the conditions and dynamics of forming aggregate green demand give much better sense of the mechanism of economy ecological modernization in general and its separate sectors and form a methodological basis for the determination of its structure and functions.