The purpose of the study was to examine the theoretical and methodological aspects of the economic potential of a "green" economy in the rural areas development. The research approach implies a holistic cognitive design that allows to explain and predict the development of the “green" economy constructive potential for the sustainable development of rural areas. As a result, on the basis of theoretical sources, the main characteristics of the rural development model were identified on the principles of a "green" economy, the successful international experience in implementing “green” economy practices in rural areas was generalized and the conditions necessary for realizing it were determined. Considering the significant differentiation of rural areas, the directions for realizing the “green" economy potential for each type of rural territory were concretized: economically integrated, transitional and depressed. On the example of the model region, there was proposed an approach allowing to assess the feasibility to realize the economic potential of a “green” economy and determine priority areas for private financing and state support. The integral indicator of resource security is a set of interrelated blocks formed as a result of the systemic interaction of external and internal factors. In general terms the indicator includes natural, technical, infrastructural, demographic, financial and investment components, as well as the social readiness resources of local communities for the "green" economy development (socio-psychological, regulatory, scientific, methodological). The research methodology included the analysis of the reports, studies and publications on various aspects of the "green" economy development in rural areas, case analysis, statistical data study, system and comparative analysis, expert surveys, cluster and variance analysis.