You want to insert the string
order_date=to_date('2013-11-14','YYYY-MM-DD')
into a column of a table.
For oracle to understand that you want the single quotes to be part of the inserted string, you need to mask it as below:
INSERT INTO SCOTT.FILTER_TABLE (filter_name, filter_priority, table_owner_pattern, table_name_pattern, column_name_pattern, sql_filter) VALUES ('MYFILTER', 3, 'LXPROD%', '%', 'ORDER_DATE', 'order_date=to_date(''&&target_date'',''YYYY-MM-DD'')');
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