СУЧАСНІ ТРЕНДИ ЕКОЛОГІЧНОГО МАРКЕТИНГУ ДЛЯ УКРАЇНСЬКОГО АГРОБІЗНЕСУ

Oleksandr Sorokokit

doi:10.32782/2524-0072/2024-68-153

Oleksandr Sorokokit Sumy National Agrarian University https://orcid.org/0009-0003-8128-0680

DOI: https://doi.org/10.32782/2524-0072/2024-68-153

Keywords: ecological marketing, green economy, Ukrainian agribusiness, green branding, sustainable development, environmental responsibility, product certification, innovation, vironmental awareness of consumers

Abstract

The modern economic landscape demands that businesses adopt new approaches to ensure sustainable operations, with a particular focus on integrating environmental responsibility. In this context, green marketing has emerged as a powerful tool that not only helps businesses adapt to the challenges posed by global climate change but also actively contributes to building a positive image among environmentally conscious consumers. This is especially relevant for the Ukrainian agribusiness sector, which faces intense competition and an increasing demand for organic products. Green marketing is grounded in the principles of the Triple-Bottom Line (TBL), which includes economic, social, and environmental dimensions. This framework encourages businesses to consider the broader impact of their activities and ensures that sustainability becomes a core component of their operations. TBL helps organizations balance the pursuit of profit with social and environmental responsibilities, thus fostering long-term success. Integrating TBL principles into business operations requires aligning marketing strategies, management decisions, and operational processes with sustainable practices. This holistic approach enhances the company's ability to effectively interact with all stakeholders, including consumers, investors, and regulatory bodies. Research in the field of green marketing emphasizes the potential of innovation as a key driver for achieving strategic goals. By implementing eco-friendly practices, businesses can not only meet the growing demand for sustainable products but also lead by example in promoting environmental stewardship. The integration of eco-innovations such as renewable energy, waste reduction, and sustainable sourcing has proven to improve business efficiency while mitigating environmental impacts. Moreover, embracing green marketing allows businesses to connect with a market segment that values environmental sustainability, thus gaining a competitive edge. For Ukrainian agribusinesses, green marketing offers a strategic pathway to enhance brand loyalty and market share by aligning with global trends towards sustainability. As the demand for organic and environmentally friendly products continues to rise, businesses that adopt these principles are more likely to build trust and secure their position in the marketplace. Furthermore, green marketing is essential for addressing local environmental challenges and contributing to global sustainability efforts. In conclusion, adopting green marketing is not only a means for businesses to adapt to current environmental challenges but also a long-term strategy for gaining competitive advantage and fostering sustainability. The strategic integration of eco-friendly practices into the core operations of agribusinesses, especially in Ukraine, will be crucial in shaping the future of the agricultural sector and ensuring its resilience in a rapidly changing global environment.

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