Positive Social Effects Research Articles

Measuring Communities’ Perceptions Towards the Socio-Economic Impact of Community-Based Tourism Development of Tourism Villages in Indonesia (Case from Bogor Regency, Indonesia)

Objective: The objective of this study is to examine the impact of community-based tourism (CBT) practices in Ciasmara Village, Bogor Regency, specifically focusing on the social and economic benefits to the community. The study aims to understand how traditional management of community-based tourism affects the local population and to identify potential differences in economic impacts between residents living near tourist sites and those residing farther away.
 
 Method: The research methodology employed a purposive sampling approach, selecting 210 respondents from the community. The study utilized various data analysis techniques, including average score calculations and analysis of variance (ANOVA). These methods were applied to assess the social and economic impacts of community-based tourism practices in Ciasmara Village.
 
 Result: The research findings indicate that the implementation of community-based tourism in Ciasmara Village has led to positive economic and social outcomes for the community. However, a noteworthy observation is the divergence in economic impacts between residents living in close proximity to tourist sites and those residing farther away. The study's analysis, conducted through techniques such as average score calculations and ANOVA, reveals these differences in the economic trends experienced by these two groups within the community.
 
 Conclusion: In conclusion, community-based tourism practices in Ciasmara Village have yielded positive economic and social effects on the local population. However, the study highlights disparities in economic impacts based on residents' proximity to tourist sites. This nuanced understanding underscores the importance of considering the geographical distribution of these impacts when planning and implementing community-based tourism initiatives. Such insights are crucial for ensuring equitable and sustainable development in rural areas, emphasizing the need for tailored strategies that address the specific needs and challenges faced by different segments of the community.

Identifying the dimensions of gender justice in the Iranian Ministry of Sport and Youth

In modern times, sports have attracted the attention of different societies. Social, economic and political functions are one of the reasons. In Iran, the role of the Ministry of Sports and Youth is very important in managing sports in the country. Justice has been supposedly one of the pillars of ethical management in organizations, along with performance improvement. One example of justice in organizations is gender justice. The aim of this study was to provide valuable information to sports activists in the country by identifying the dimensions of gender justice in the Ministry of Sports and Youth and identify ways to expand gender justice according to employees' perceptions. The current research is practical in terms of purpose and qualitative in terms of method, employing a thematic analysis strategy. The sample consisted of 7 management experts and sociologists who had studied, researched, or gained experience in the field of the present study (gender justice in organizations). The researchers used a semi-structured interview, which is suitable for qualitative research in terms of flexibility and depth. The "Inter Coder Reliability (ICR)" method was used to measure the reliability of the interviews conducted. The data were coded using MAXQDA2018 software. The results showed that perceptions of gender justice include 3 main themes (distributive justice, procedural justice and interactional justice) and 19 sub-themes. The expansion of gender justice in the Ministry of Sports and Youth, as the country's sports policy organization, can seemingly be effective in improving performance. It also has positive social and cultural effects on all sports areas of the country.

The impact of caregiver mental health on child prosocial behavior: A longitudinal analysis of children and caregivers in KwaZulu-Natal, South Africa.

Prosocial behavior has positive social, cognitive, and physical health effects on the individual exhibiting the behavior as well as on society as a whole, and is integral to overall mental and physical wellbeing. The development of prosocial behavior is rooted in early childhood and learned through observation. As such, those spending time with children, especially their caregiver, play a critical role in their prosocial development. The current study investigates the impact of caregiver mental health on the prosocial development of young children over time. This paper presents a secondary analysis of child prosocial development in the Asenze Study, a longitudinal, population-based cohort study based in KwaZulu-Natal, South Africa. Children were followed-up over time from an average age of five to seven years along with their caregivers. Linear GEE regression analysis was used to assess whether a change in presence of a mental health disorder in a caregiver during this 2-year interval (using the Client Diagnostic Questionnaire) impacted the development of their child's prosocial behavior (using the Strengths and Difficulties Questionnaire). After adjusting for early child-care, child HIV status, SDQ child prosocial subscale, SDQ total difficulties score, and household order score (CHAOS), children whose caregivers acquired a mental health disorder had a significantly smaller increase in prosocial behavioral development compared to children whose caregivers never had a mental health disorder. Identifying contextually relevant modifiable factors such as this will help stimulate the development of interventions to promote prosocial development in childhood.

ПОВЫШЕНИЕ ЭФФЕКТИВНОСТИ ОРГАНИЗАЦИИ ДОРОЖНОГО ДВИЖЕНИЯ МЕТОДОМ ОТНЕСЕННОГО ЛЕВОГО ПОВОРОТА

The object of the study is the process of traffic flow in cities, and the subject is this process in relation to regulated street intersections. The main goal of the study is improving the efficiency of traffic organization by preventing the formation of traffic congestion on the street and road network. To achieve this, the creation of an offset left turn was proposed. During the study, the street and road network of Tyumen was considered, and areas for possible construction of the offset left turn were identified. The regulated intersection of 50 Let VLKSM St. and Geologorazvedchikov St. was chosen as the most appropriate. The results of the study showed that the use of the offset left turn would significantly reduce traffic delays and accident risk by reducing conflict points. The evaluation of the effectiveness of proposed solutions also confirmed the positive technological, social, economic and environmental effects.

Analysis of Urban Green Spaces using Geospatial Techniques: A case study of Chandannagar Municipal Corporation, Hugli, West Bengal, India

Urbanization is a global phenomenon that is a natural outgrowth of human social progress which has both positive and negative effects. Urban green space is seen as a crucial component of preserving the wellbeing of urban ecosystems, ensuring a healthy coexistence between humans and other species and eventually achieving urban sustainability by enhancing air and water quality and reducing urban heat island. Urban green spaces serve as a link between the city and nature. Green areas have a positive impact on the environment by promoting biodiversity, reducing air pollution, attenuating the effects of heat islands, and reducing noise pollution. They are particularly essential in urban areas because they have positive social effects, the abundance of recreational activities, encourage social interaction and integration, and help to promote both physical and mental health. It is currently required for city design and planning initiatives to maintain a substantial section of the urban area covered by vegetation. However, rapid and unplanned development, particularly in India, is causing an alarming rate of loss of urban green space. The ecological balance of the urban centers has been seriously threatened. Through this paper the present work is carried out to identify some factors that contribute to the growing urban population, the rate of residential development, and how these factors affect the urban environment. Finally, we are intending to determine the best method for managing the urban environment through the use of advanced technologies.

Psilocybin induces acute and persisting alterations in immune status in healthy volunteers: An experimental, placebo-controlled study

Patients characterized by stress-related disorders such as depression display elevated circulating concentrations of pro-inflammatory cytokines and a hyperactive HPA axis. Psychedelics are demonstrating promising results in treatment of such disorders, however the mechanisms of their therapeutic effects are still unknown. To date the evidence of acute and persisting effects of psychedelics on immune functioning, HPA axis activity in response to stress, and associated psychological outcomes is preliminary. To address this, we conducted a placebo-controlled, parallel group design comprising of 60 healthy participants who received either placebo (n = 30) or 0.17 mg/kg psilocybin (n = 30). Blood samples were taken to assess acute and persisting (7 day) changes in immune status. Seven days’ post-administration, participants in each treatment group were further subdivided: 15 underwent a stress induction protocol, and 15 underwent a control protocol. Ultra-high field (7-Tesla) magnetic resonance spectroscopy was used to assess whether acute changes in glutamate or glial activity were associated with changes in immune functioning. Finally, questionnaires assessed persisting self-report changes in mood and social behavior. Psilocybin immediately reduced concentrations of the pro-inflammatory cytokine tumor necrosis factor-α (TNF-α), while other inflammatory markers (interleukin (IL)- 1β, IL-6, and C-reactive protein (CRP)) remained unchanged. Seven days later, TNF-α concentrations returned to baseline, while IL-6 and CRP concentrations were persistently reduced in the psilocybin group. Changes in the immune profile were related to acute neurometabolic activity as acute reductions in TNF-α were linked to lower concentrations of glutamate in the hippocampus. Additionally, the more of a reduction in IL-6 and CRP seven days after psilocybin, the more persisting positive mood and social effects participants reported. Regarding the stress response, after a psychosocial stressor, psilocybin did not significantly alter the stress response. Results are discussed in regards to the psychological and therapeutic effects of psilocybin demonstrated in ongoing patient trials.

Research on the Influence of Entrepreneurship Education on Entrepreneurial Intention Based on the Theory of Planned Behavior

Entrepreneurial activities can promote national economic development and create more employment opportunities. College students are the backbone of national development. Strengthening college students' entrepreneurial ability and improving the innovation efficiency of entrepreneurial activities through formal education in colleges and universities can produce positive social effects. Entrepreneurship education has a positive impact on entrepreneurial intention, and the entrepreneurial intention of students who have received entrepreneurship education will be enhanced. Based on this, the government, schools, enterprises, and families should cooperate and participate in students' entrepreneurship education in many ways, so as to cultivate students' entrepreneurial ability, create a good entrepreneurial atmosphere, and stimulate students' enthusiasm.

ANALISIS DAMPAK DAYA TARIK WISATA MENGGUNAKAN PARTIAL LEAST SQUARE STRUCTURAL EQUATION MODELING (PLS-SEM)

This study aims to analyze the impact of the tourist attraction of Oling River Food Banyuwangi on the social, economic and environmental fields. By using Partial Least Square – Structural Equation Modeling (PLS-SEM) which is based on the Ordinary Least Square (OLS) method, it is found that tourist attraction to the economy has a significant positive effect with a path coefficient of 0.75, a positive effect on the environment and a significant effect with a path coefficient of 0.67 , as well as a positive and significant social effect with a path coefficient of 0.832. The tourist attraction variable is significantly influenced by the environment, social, economy by 69.2%. This means that if the tourist attraction of oling river food is getting better and growing, the community's economy will increase, the environment will be better maintained and the social relations of the surrounding community will get better.

A social sustainability model for maritime labour force based on card sorting, fuzzy AHP & QFD method

Within the context of the ongoing implementation of the 2030 Agenda for Sustainable Development-Sustainability Development Goals (SDGs), actions toward economic, environmental, and social sustainability were aimed to be promoted. As a key stakeholder, the maritime industry's role in handling global sustainability is increasingly recognized. Social sustainability, one of the components of sustainable development, is a major concern in the maritime field for protecting the crew and providing a safe working environment. However, it is surprising to note the lack of research addressing the social sustainability of the maritime labour force in the literature. This study aims to propose a social sustainability model for the maritime labour force. The model was constructed using Card Sorting, Fuzzy Analytic Hierarchical Process (FAHP) & Quality Function Deployment (QFD) Methods. Because it discloses the expectations of the maritime labour force and the requirements that can meet these expectations, the authors have been prompted by the QFD method's frequent use in the literature and the fact that it generates the best answers to customer expectations. With the QFD method and House of Quality (HoQ) used to determine the requirements that can meet customer expectations, the requirements that can correspond to the expectations of the maritime labour force have been determined. The use of the card sorting program during the determination of the indicators has been an important point in terms of displaying a scientific approach. In addition, it is aimed to eliminate linguistic ambiguities by using the FAHP method of weighting expectations in the House of Quality method. The results revealed that work-life balance, social benefit, education and training, safety and healthy working environment at sea were the most critical expectations of seafarers, and the wage policy was less important among other expectations from the social sustainability perspective. Moreover, health and safety of people, social insurance and benefits, medical coverage and medical benefits, repatriation, understandable contract, quality and quantity of food, setting up a land-sea-land career management system, short deployment and flexible working time and, establishment of a crew welfare department were found to be the most critical requirements. The study highlights possible implications on managerial aspects and can be used as a practical guideline for decision-makers seeking to implement sustainable development in their organizations. This paper is among research studies' first to apply a hybrid approach and propose a social sustainability model for the maritime labour force. Due to the positive social and environmental effects this study will have, it will not only help seafarers, marine operators, the maritime sector, national and international economy, but also all world societies.

An Analysis of the Socio-Economic Measures for Preserving Employment in Hotels and Restaurants During the Covid-19 Pandemic in Bulgaria

The number of unemployed persons in different sectors of the economy, including those at hotels and restaurants, has grown rapidly due to shrinking economic activity as a result of the COVID-19 pandemic. Accordingly, the state has introduced some measures to counteract negative consequences and ensure positive social effects for businesses. The aim of this research is to present implemented social measures and their effects on preserving employment in the sphere of hotel and restaurant activity in Bulgaria during the COVID-19 crisis. The research methods we employ are analysis and synthesis; content analysis; situational analysis; deduction; induction; comparative analysis, etc. The findings of the research present the nature and the progress of social measures adopted to preserve employment in the researched sectors since the outbreak of COVID-19 in Bulgaria, as well as the achieved results. They also outline the condition of employment in the hotel and the restaurant business in Bulgaria during the pandemic and the efficiency of applied mechanisms. Within this context, some opportunities for the further development of the researched economic sphere are presented.

Perceived risks and benefits of enrolling people with HIV at the end of life in cure research in Southern California, United States

IntroductionAlthough current antiretroviral therapy allows most people with HIV (PWH) to experience normal longevity with a good quality of life, an HIV cure remains elusive due to HIV reservoir formation within deep tissues. An HIV cure remains highly desirable to the community of PWH. This study reports on the perceived risks and benefits of participation in the Last Gift study, a study aimed at characterizing HIV reservoirs via post-mortem autopsy, among PWH at the end of life (EOL) and their next-of-kin (NOK)/loved ones. MethodsLast Gift participants (PWH with a terminal illness and/or near the end of life) and their NOK/loved ones were surveyed for perceptions of risks, benefits, and meaning for participation in the Last Gift study. ResultsThe average age of the 17 Last Gift participants was 66.6 years, 3 were females, 1 person identified as Hispanic, and 15 as Caucasian. The average age of the 17 NOK/loved ones was 56.7 years, and relationships to Last Gift participants included partner/spouse, sibling, friend, child, parent, grandparent, and nephew. The only perceived personal risk of the Last Gift among participants was the blood draws (3/17). NOK/loved ones perceived the following risks: blood draws (2/17), physical pain (3/17), worry that something bad will happen (2/17), and unpleasant side effects (1/17). Participants in Last Gift and NOK/loved ones indicated the study had various positive social effects. For both participants and NOK/loved ones, the most frequent perceived personal benefit of the Last Gift was the satisfaction of supporting HIV cure research. DiscussionParticipants perceived minimal personal and societal risks and valued the altruistic benefits of participating in the Last Gift study. Last Gift participants and NOK/loved ones were cautious about possible personal risks of EOL HIV cure research but still viewed that the emotional, psychological and societal benefits of participation outweighed potential risks.

Reviving Smallholder Hill Farming by Involving Rural Youth in Food System Transformation and Promoting Community-Based Agri-Ecotourism: A Case of Uttarakhand State in North-Western India

Until recent decades, labour-intensive subsistence farming was a way of life and livelihood in the hill communities of Uttarakhand, India. However, the nature of agriculture falls far short of the expectations of the main labour force, the rural youth, leading to their mass migration to non-agricultural occupations. The large-scale youth migration has left many hill farming landscapes depopulated and farmlands abandoned. As youth have special stakes in food systems, they must be included in the sustainable transformation of food systems. By doing so, the migration-prone hill region may be transformed into a place where rural youth have more options for work and income. Therefore, the agriculture sector needs to change and develop into a more engaging and youthful workplace. There are opportunities to explore and barriers to be removed. Besides identifying priority research areas on local food systems, in this exploratory research, we investigate opportunities to involve rural young people in the transformation of the food system. We document information by conducting focus group discussion (FGD) meetings in about 100 villages in the Uttarakhand hills, representing all major farming landscapes. This study mainly focuses on improving the production and consumption aspects of local food, which not only benefits the health and wellbeing of local communities but also has many positive economic, social, and environmental effects. In addition, we explore opportunities for reviving mountain agriculture through agri-ecotourism, which is a symbiotic relationship between tourism and agriculture. Making home- or farm stays in agri-ecotourism a subsistence strategy for local youth will contribute to a more prosperous rural economy. Recognising Uttarakhand’s rich culture and heritage while exploring the culinary travel opportunities in homestays will provide opportunities to focus more on traditional food systems, exposing various tangible and intangible aspects of the host region’s food culture to tourists. The findings of this study will aid in identifying specific policy issues for consideration by planners and policymakers at the local and state levels. Additionally, this exploratory study will assist young, motivated researchers in conducting follow-up, in-depth investigations and producing empirical data in their specialised fields.

Exploration of the “Community +” Model for Elderly Education in the New Era

Up against the increasing aged population, the aging problem in China is worsening day by day, with the elderly education and development getting more attention from society. To begin with the current aging situation in China and the relevant policies for the development of elderly education, this paper deeply analyzes the basis for developing the “community +” model theoretically and practically in the new era of elderly education, so as to construct a unique “community +” model relying on the joint efforts of the community and universities, and improve the development of the elderly education in the new era. It also further explores its implementation path and positive social effects for each subject, aiming to help the elderly develop themselves, alleviate the social pressure of providing for the aged, and inspire a new direction for the development of elderly education.

A Systematic Literature Review of the Context of the Sharing Economy and CSR in 2017–2021

Abstract The sharing of idle assets, on which the sharing economy model is based, is associated with positive economic, environmental, and social effects, the creation of which is the basis of the concept of corporate social responsibility (CSR). It would therefore seem expedient to examine the context of these phenomena, which have recently been gaining in importance, although they still remain outside mainstream research. So far, there is no study which comprehensively characterises the current state of knowledge of the context of the sharing economy and CSR, identifies research gaps, and postulates directions for future research in this area. This article addresses this gap by utilising a standalone literature review approach. An analysis of 20 publications, published on this topic in 2017–2021 in journals registered in the Web of Science and Scopus databases, was carried out. Four main research clusters were identified, these being (1) The sharing economy as a tool of the CSR concept; (2) The joint contribution of the sharing economy model and the concept of CSR towards reduction of overconsumption and wastage; (3) The importance of CSR communication for sharing economy platforms; and (4) The antagonistic relationship between the sharing economy model and the concept of CSR. The performed analysis shows the fragmented nature of existing research, but also the progressive nature of this area of research. At the same time, useful avenues for future research are postulated. This should focus on multiple lines of inquiry, including the possibility of incorporating different forms of B2B sharing into the concept of CSR, assessing the benefits, limitations, and risks of linking these two concepts, as well as exploring the synergies between the sharing economy model and the concept of CSR from the point of view of different industries, sharing segments, or regions.

Social effects of HIV disclosure, an ongoing challenge in young adults living with perinatal HIV: a qualitative study.

Young adults with perinatal HIV (YAPHIV) have survived the long journey of life while living with HIV since early childhood. We explore the HIV disclosure experience and its social effects from their perspectives. The qualitative study was conducted from June to November 2022 in Chiang Mai, Thailand. Data were collected through individual in-depth semi-structured interviews with 20 YAPHIV at the median age of 25 years. Content analysis was used to identify themes from the interview transcripts. Most participants learned their HIV status from their parents, caregivers, healthcare providers, or other people in community during their childhood. Some were disclosed later in adolescent years. HIV disclosure to others was associated with various experiences in different stages of life. While some YAPHIV decided not to disclose their HIV status to anyone, it also had social effects. Three major themes were identified: (1) positive social effects of HIV disclosure (perceived social acceptance, perceived social support); (2) negative social effects of HIV disclosure (effects on child rearing, schooling, and family relationship); and (3) HIV non-disclosure (anticipated stigma, negative effects on the quality of employment, and relationships). An emerging theme was a need for peer support mentioned by several YAPHIV as they would like to discuss with somebody and share their feelings while living with HIV. HIV disclosure remains challenging for YAPHIV while growing up and moving toward adult milestones. Better understanding their situations and perspectives would allow healthcare providers to provide them with updated HIV knowledge, coping skills, and psychosocial support.

The Accountability of Football as a Form of Public Good on Local Communities: A Pilot Study

Research purpose. Football is a social phenomenon, especially due to the enormous use of the media and the economic and financial implications that derive from its complex sporting activities. Amateur sports associ-ations (ASD) are part of this phenomenon since they represent socio-educational agencies that pursue the aims of sports training by adopting specific educational, social, and economic models. Individually, they have modest dimensions but considered in an aggregate manner, they present a significant and not negligible dimension in society. The purpose of the study is to try to understand the stakeholders’ perceptions concerning the issues of youth football and the accountability that football, understood as a public good, produces in local communities. Materials and methods. The study was conducted through a survey submitted to a sample made up by presidents and trainers of 112 amateur sports clubs in the province of Salerno, a city in Southern Italy. The survey includes two thematic sections. The first section presents 6 items, common for both presidents and trainers, about the various social and educational issues related to the practice of the sport. The second section presents 4 items, that analyse the contribution that the U.S. Salernitana 1919 football club, considered as a “public good”, brings to the territory in terms of economic and social return. Validity and reliability were calculated. The collected data were analysed using the Chi-square (χ2) test to check the correlation between the responses given by the stakeholders. Results.The results show a concordance of opinions among the stakeholder regarding the most relevant educational aspects related to the practice of football, and the major critical issues involving the youth academy of U.S. Salernitana 1919 football club. Conclusions. These results highlight the stakeholders' full awareness of the potential positive social effects of the presence of football ASDs in the territory, even considering the limitations of the study sample and the territorially circumscribed objective of the research.

Mobile Health-Based Interventions in Self-care and Treatment Adherence in Older People: A Review Study

Objectives: To investigate mobile health (m-health) interventions in self-care and treatment adherence in older adults. Design: A review study. Participants: People over 50 years of age with chronic diseases. Interventions: M-health-based interventions were used to promote self-care and treatment adherence. Outcome Measures: Self-care and adherence. Results: The duration of interventions in different studies was between 8 weeks to 12 months. All participants were over 50 years old and included both male and female groups. The findings showed that m-health has a good potential for educating and empowering the target population. M-health interventions can be categorized into 5 groups such as messages, calls, applications, devices, and Internet-based interventions. They can also be used to provide care and promote health in various diseases such as diabetes, heart disease, cancer, and lung disease. In this study, self-care included practices such as self-care behaviors, self-efficacy, and self-monitoring/management. Similarly, adherence included practices such as treatment/ medication adherence, and healthy behaviors adherence. Conclusions: The results indicated the positive effects of m-health on improving self-care and treatment adherence. Considering the increasing population of elderly people in the world, and the increase of various problems and challenges affecting their health, using novel technologies to provide health and care services while reducing the adverse effect caused by the lack of resources can bring positive social and economic effects. It seems that the planned use of this technology can help increase the healthcare system’s efficiency and reduce health costs.

A PHYSICAL THERAPIST WHO SWEARS: A CASE SERIES.

Swearing deserves attention in the physical therapy setting due to its potential positive psychological, physiological, and social effects. The purpose of this case series is to describe 2 cases in which a physical therapist swears in the clinical setting and its effect on therapeutic alliance. Case 1 is a 19-year-old male treated for a hamstring strain, and case 2 is a 23-year-old male treated post-operatively for anterior cruciate ligament reconstruction. The physical therapist utilized social swearing in the clinic with the goal of motivating the patient and enhancing the social connection with the patient, to improve therapeutic alliance. The patient in case 1 reported a decrease in therapeutic alliance after the physical therapist began swearing during physical therapy treatments, whereas the patient in case 2 reported an increase in therapeutic alliance. Both patients disagreed that physical therapist swearing is unprofessional and disagreed that swearing is offensive, and both patients agreed physical therapists should be able to swear around their patients. Physical therapist swearing may have positive and negative influences in the clinic setting and may not be considered unprofessional. These are, to our knowledge, the first published cases of a physical therapist swearing in the clinical setting.

Understanding technological spillovers: The case of main astrophysics European missions

Due to the complexity and relevance of the scientific problems they address, astrophysical exploration missions can be a fertile ground for technological spillover.In the past, various space technologies, particularly in telecommunications, transportation, health care, and even military defense, spilled over or have been transferred from Space Agencies to industrial sectors. The boundaries between these two kind of actions are not always defined, for this reason we use the two concepts interchangeably. This article presents the results of a study on spillovers generated by six of the most important astrophysical missions launched by the European Space Agency in the first two decades of this century. These are notably: Integral, Planck Surveyor, XMM-Newton, Agile, Solar Orbiter, and Plato. In addition to some positive social effects, the results of the survey highlight the relevance of some technological innovations realized by small enterprises and then “transferred” to the industrial sector. The results also indicate the financial and organizational obstacles that could limit the possibility of transfer and thus the wider dissemination of innovations obtained in the development path of the Missions.

ВЗАЄМОЗВ’ЯЗОК ІННОВАЦІЙНОГО ТА СОЦІАЛЬНО-ЕТИЧНОГО МАРКЕТИНГІВ ЯК ДЖЕРЕЛА ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ

The article examines the issue of using the concepts of innovative marketing and social-ethical marketing as related elements to increase the competitiveness of the enterprise. The purpose of the article is to study the possibility of combining the concepts of innovative marketing and socio-ethical marketing for the formation of sustainable competitive advantages of enterprises on domestic and global markets. The authors identified the main trends in consumer behavior in 2023 according to the report of the research company Euromonitor International and the possibility of using these trends for the implementation of innovative activities of the enterprise. It has been established that the needs of modern consumers are based on the principles of sustainable development and social responsibility. The main features of innovative marketing and socio-ethical marketing in terms of marketing complexes are established and synergistic connections between the two concepts are proposed. Also, as an idea for the development of the farm, the fragmentation of sown areas into ecological plots was proposed, where measures to improve the component qualities of products will be maximally observed. The authors proposed innovative steps of the company’s activity using the principles of social and ethical marketing. On the example of the farm company “Batkivshchyna” of the Krasnopilska community of the Sumy region, the possibility of combining the principles of innovative and socio-ethical marketing in its activities was considered. In the study, the authors proposed the production of pellets to improve the innovative and ecological indicators of the area of the Krasnopilska community and provide the population with energy resources for heating. The authors determined the amount of expenses for the farm to purchase equipment and the level of profitability of the activity of producing the pellets. It was determined that the introduction of innovation into the company’s activities will create certain positive social effects in the future, which will lead to the improvement of the economic condition of business and the development of the territorial community.