Investigation of the impact of modern eco-marketing strategy on the development of organic agri-food production in Ukraine

Abstract

It has been established that the demand for organic products creates a clear offer on the market as a product of natural origin and manufactured in compliance with the requirements of current legislation in the field of organic production and the circulation and labeling of organic products, therefore the study of the impact of the modern eco-marketing strategy on the development of organic production is extremely relevant, especially when organic production becomes a priority while planning a development strategy of the Ministry of Agrarian Policy and Food of Ukraine. It was found that the export capacity of Ukraine remains at a high level, and the demand of domestic and foreign markets for organic products differs significantly within a separate marketing season. The basic aspects of the circulation of organic products, as well as the strategy of modern eco-marketing regarding its promotion on domestic and foreign markets, are analyzed. The increase in the consumption of products of natural origin, as a result of raising the vision of eco-marketing to the rank of a global trend, stimulates the development of organic production and the recovery of agribusinesses affected by a full-scale war in order to maintain Ukraine's position as the world's leading exporter of organic products. The impact of the modern eco-marketing strategy on the development of organic production in Ukraine through the promotion of its vision as a global brand of production and consumption of goods and services is studied. It is shown that eco-marketing relies on an established strategy, which is a synergy of the following main approaches: marketing of goods and services taking into account environmental standards; marketing of ecological goods and services as a reflection of the ecological needs of the population; marketing of natural conditions and resources and marketing of nature use; marketing of environmental protection activities and habitat reproduction; and marketing of environmental knowledge and technologies. The main requirements for establishing compliance of production and/or circulation of products with the requirements of Ukrainian legislation in the field of organic production, circulation and labeling of organic products, as well as with the requirements of the Regulation of the European Parliament and the Council of the EU on organic production and labeling of organic products are defined.