MARKETING TOOLS FOR PROMOTING SUSTAINABLE CONSUMPTION: GLOBAL AND UKRAINIAN EXPERIENCE
Abstract
The article examines marketing tools for stimulating sustainable consumption in the context of global economic, environmental, and social challenges that significantly influence consumer behavior and business strategies. The relevance of the research is обусловлена the growing need to ensure a balance between economic development, environmental protection, and social responsibility, which requires the transformation of traditional marketing approaches into more sustainable and responsible ones. The role of marketing as a key mechanism for shaping and transforming consumer behavior towards the principles of sustainable development is substantiated, with particular emphasis on its ability to influence consumer values, attitudes, and decision-making processes. Current trends in the development of sustainable consumption are analyzed based on global experience, including the practices of leading international companies and the growing importance of environmental awareness among consumers. The specific features of the formation of sustainable consumption in Ukraine are identified, taking into account the influence of economic constraints, the level of environmental awareness, and institutional factors. The study determines the main factors influencing consumer behavior, including economic, social, behavioral, and digital factors, which together form a complex system of determinants affecting the adoption of sustainable consumption practices. Based on the analysis of international analytical reports and statistical data, a significant gap between consumers’ environmental intentions and their actual behavior is revealed, which indicates the presence of barriers to the widespread implementation of sustainable consumption. A comparative analysis of the development of sustainable consumption in Ukraine and the European Union is conducted, highlighting differences in the level of market development, infrastructure, and consumer trust. A key scientific contribution of the study is the development of an author’s model of the influence of marketing tools on the formation of sustainable consumption, which takes into account a multi-level system of external and internal factors, as well as feedback mechanisms. The model reflects the interaction between global challenges, changes in consumer values, marketing instruments, and the resulting behavioral patterns. It is proved that the integrated use of marketing tools, including product, pricing, distribution, and communication strategies, contributes to increasing enterprise competitiveness, strengthening consumer loyalty, and ensuring long-term sustainable development.
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