THE CONCEPT OF SOCIAL FND ETHICAL MARKETING AS A COMPONENT OF SOCIAL RESPONSIBILITY OF BUSINESS

Abstract

The article presents a comprehensive study of the concept of social and ethical marketing as a component of social responsibility of business and corporate social responsibility. The evolution of theoretical approaches to the development of corporate social responsibility in global and domestic practice from the mid-twentieth century to the present day is analyzed. Key levels of implementation of social responsibility of business are identified: the basic level (economic and legal responsibility), the extended level (ethical responsibility), and the high level (philanthropic activity). It is substantiated that effective functioning of companies in the modern socio-economic environment requires the integration of ethical principles, transparency, environmental awareness, and social sustainability into all business processes. Particular attention is given to the analysis of social and ethical marketing as a tool for implementing social responsibility of business through systematic interaction with key stakeholders: consumers, employees, partners, and communities. It is demonstrated that social and ethical marketing not only supports a company's image, but also builds long-term trust, reduces entrepreneurial risks, enhances competitiveness, and increases brand loyalty. It is emphasized that under the conditions of war and Ukraine’s European integration course, the role of social responsibility of business is growing significantly, requiring a rethinking of marketing functions towards social orientation and ethical focus. The practical value of the research results lies in the potential application of the findings as a basis for developing strategies of socially responsible marketing in the activities of Ukrainian enterprises. The proposed approach enables companies to improve their internal stakeholder engagement policies, adapt communication strategies to meet public expectations, strengthen reputational capital, and enhance social resilience in an unstable environment. The article’s materials may be useful for specialists in marketing, management, and corporate development, as well as for public authorities involved in designing policies to support socially responsible business.