SOCIALLY RESPONSIBLE MARKETING IN THE AGRICULTURAL SPHERE: PRACTICAL ASPECTS
DOI:
https://doi.org/10.15330/apred.1.20.173-180Keywords:
socially responsible marketing, agricultural sector, concept, trust, need, brandAbstract
This article conducts a study on socially responsible marketing (SRM) practices adopted by enterprises in the agrarian sector. Grounded in the principles of sustainable development, SRM enables enterprises to strike a balance between profitability and consideration for social, environmental, and ethical aspects in their operations. Central to SRM is the notion of a balanced approach that considers the interests of consumers, society, and the environment. The spectrum of socially responsible marketing encompasses environmental, ethical, charitable, and financial dimensions. Regardless of whether a business adopts one or multiple types of CSR practices, it is likely to garner increased interest from customers, employees, and investors.
The article argues that socially responsible marketing fosters the enhancement of brand reputation by employing ethical and sustainable marketing strategies. This underscores the priority of honesty and social responsibility, distinguishes the company from competitors, and attracts customers who value ethical business conduct. The authors employed inductive and deductive methods in writing the article. Through analysis and comparison, the study evaluates and contrasts socially responsible programs in Ukraine. The abstract-logical method is employed for theoretical generalizations and drawing conclusions.
The article underscores the well-founded advantages of socially responsible marketing for enterprises, including image enhancement, increased social initiative, and heightened customer engagement. Notably, Ukraine boasts several successful examples of socially responsible marketing in the agricultural sector, with companies actively implementing sustainable development strategies and social responsibility initiatives. Prominent among these enterprises are MHP (Myronivskyi Khliboprodukt), AgroGeneration, and Agroprosperis Group. These companies exemplify how agricultural enterprises in Ukraine can embrace social responsibility and contribute to sustainable development while achieving their business objectives. The programs initiated by these enterprises span the entire country and provide assistance in various regions as needed.
References
Agroportal, agroportal.ua/publishing/intervyu/rukovoditel-vostochnogo-klastera-agrogeneration-na-sele-net-bolshikh-i-malykh-sotsialnykh-problem-vse-vazhnye. Accessed 05 Jаn. 2024.
Bolila, S., and N. Kyrychenko. “Development of agricultural enterprise activity on the basis of activation its marketing efforts.” Efektyvna ekonomika, vol. 5, 2021, www.economy.nayka.com.ua/?op=1&z=8903 (Accessed 02 May 2024). DOI: 10.32702/2307-2105-2021.5.93
Bochko, O.Yu. «Marketing and logistics in the formation of the digital economy of Ukraine». Social responsibility of business as a component of modern enterprise development: monograph. For science ed. E. V. Krykavskyi, O. V. Deinega. Lviv-Rivne, O. Zen, 2022, pp. 76-84.
Bochko, O.Yu. «Modernization of socially responsible business priorities during the war». Marketing and logistics in the management system: theses of reports of the XIV International Scientific and Practical Conference. Lviv, Publishing House of Lviv Polytechnic, 2022, pp. 33-34.
Honcharenko, I. end ell. «Socially responsible marketing in ensuring the competitiveness of rural areas.» Sustainable development of the economy, no. 1 (42), 2019, pp. 128-133, economdevelopment.in.ua/index.php/journal/article/view/64. Accessed 15 Feb 2024.
Gorokhova, T. «Development of socially responsible marketing. Why companies should promote themselves "responsibly"» Iqholding, iqholding.com.ua/articles/rozvitok-sotsialno-vidpovidalnogo-marketingu-chomu-kompaniyam-slid-prosuvati-sebe-%C2%ABvidpov-0. Accessed 18 Feb 2024.
Efremova, N. «Strategic management of production and commercial activities of agribusiness subjects based on the principles of the concept of socially responsible marketing». EVNUIR, evnuir.vnu.edu.ua/bitstream/123456789/17534/1/Yefremova%20537-539.pdf Accessed 14 Feb 2024.
Kysliuk, L. «Social responsibility of business agricultural companies of Ukraine.» Infrastructure of the market, www.market-infr.od.ua/journals/2021/51_2021_ukr/23.pdf. Accessed 04 Jan 2024.
Leonova, S. V., and L. Yu. Shevtsiv. «Socially responsible marketing: realities and prospects of implementation». Bulletin of the Lviv Polytechnic National University. Logistics, no. 833, 2015, pp. 153-159.
Mazur, V.A., and Yu. V.Gerasimenko, «Formation of an integrated socially responsible management system in the context of sustainable development of agricultural enterprises». Economy. Finances. Management: actual. issues of science and practice, no. 10, 2018, pp. 76–91.
Myronivsk bread product, mhp.com.ua/uk/pro-kompaniiu/blagodiinyi-fond-mkhp-gromadi. Accessed 15 Jan 2024.
Rybina, O.I. et al. «Socially responsible marketing as a way to increase the competitiveness of business entities». Mechanism of economic regulation, no. 1, 2020, pp. 72-82. https://doi.org/10.21272/mer.2020.87.07. Accessed 23 Jan 2024.
Sudomyr, S.M. «The concept of socially responsible marketing in the agricultural sector». Current problems and prospects for the development of the agro-food sector, the hospitality industry and trade: abstracts of the reports of the International science and practice Internet Conf., November 2, 2022; Kharkiv, State Biotechnological University, 2022, pp.196-198.
Górska, P. «Marketing spolecznie odpowiedzialny – nowe oblicze budowania relacji z klientem.» Veneo, veneo.pl/blog/marketing-spolecznie-odpowiedzialny-nowe-oblicze-budowania-relacji-z-klientem. Accessed 22 Jan 2024.
Kotler, P. «Reinventing Marketing to Manage the Environmental Imperative 2011». Marketingpower, www.marketingpower.com/SUM_2011.4/reinventing_marketing_manage.aspx. Accessed 14 Jan 2024.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
