ESG-marketing in the agricultural sector: adapting ukrainian agricultural firms to international standards of sustainable development

Анотація

Subject of study. Organizational, economic, and marketing relations that emerge during the formation and implementation of ESG strategies (environmental, social, and governance) in Ukrainian agribusinesses, considering climate challenges and global market demands. Aim of the study. To develop recommendations for creating a set of marketing tools for implementing ESG strategies in Ukrainian agribusinesses, taking into account climate challenges and digitalization, and to propose a mechanism for their integration into management and marketing practices. Research methods. The theoretical and methodological foundation of the study is based on key principles of modern economic and marketing theory, as well as works by leading domestic and international researchers analyzing the mechanisms of ESG strategy implementation in the agricultural sector. Results of work. The study outlines the proposed scientific and practical recommendations for integrating ESG marketing strategies into Ukrainian agribusinesses, structured into three key areas: development of marketing tools, such as eco-labeling, product certification, and educational content, to communicate ESG values and enhance consumer trust; establishment of a monitoring and reporting system aligned with GRI standards to ensure transparency and accountability in ESG implementation; and creation of localized sustainability criteria that address soil preservation and climate adaptation specific to Ukraine’s context. The research found that applying these tools enabled companies like Kernel to reduce greenhouse gas emissions by 15% and improve resource efficiency by 20%. Social initiatives lowered staff turnover by 10% through better workplace conditions and community engagement. Effective integration of ESG marketing strategies can be achieved through standardized frameworks, training programs, and stakeholder collaboration. A step-by-step implementation plan was proposed to streamline adoption, ensuring alignment with global standards while addressing local challenges.

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