APPLICATION OF ECOLOGICAL MARKETING TOOLS IN PROMOTING AGRICULTURAL PRODUCTS IN INTERNATIONAL MARKETS
Abstract
The purpose of the study is to characterize the specifics of applying ecological marketing tools to the promotion of agricultural products in international markets. In current conditions, ecological marketing, which emphasizes environmental benefits and safe production methods, becomes increasingly important specifically in the context of promoting agricultural products. This is due to the growing awareness of consumers about environmental issues and the demand for products produced in an environmentally friendly way. As the global community becomes more informed due to the pressure of digitalization, about climate change and the impact of agriculture on the environment, consumers actively seek products that align with their values and ideas. It has been proven that ecological marketing is of significant importance for the long-term viability of the agricultural sector. Sustainable farming methods promoted through ecological marketing are crucial for the preservation of natural resources. It is determined that ecological marketing supports the development of brand loyalty and a positive brand image on a global scale. In our opinion, ecological marketing is a comprehensive process that integrates environmental protection into the core of its product promotion strategy. It is established that the global popularity and success of agricultural products promoted through ecological marketing can have a ripple effect, encouraging broader adoption of sustainable practices throughout the agricultural sector. The main tools of ecological marketing are characterized. The determinants defining agricultural products in the international market are identified. The essence of ecological marketing tools lies in their ability to effectively promote all of the aforementioned attributes and imperatives. These tools vary from eco-labels and certificates that verify the environmental claims of a product, to green advertising and campaigns on social networks that raise awareness about the ecological benefits of certain products.
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