Integration of ecological marketing into the management system of an agricultural enterprise

Abstract

Abstract: Purpose. The purpose of this article is to scientifically substantiate and to develop a conceptual model of the integration of ecological marketing into the management system of agricultural enterprises. This integration is essential for ensuring their sustainable development, enhancing market competitiveness, and facilitating a systemic adaptation to European ESG standards and the core principles of the green economy in Ukraine. Methods. The research employs a complex of general scientific and specific methods: system analysis was applied to study ecological marketing as an integral component of corporate strategic management; structural-logical modeling was utilized to develop a conceptual model of integration; the abstract-logical method and scientific generalization were used to systematize contemporary theoretical approaches and to identify existing contradictions in understanding the role of ecological marketing in agribusiness. Results. The study proves that ecological marketing is an integral component of sustainable development and a multilevel mechanism for ensuring the competitiveness of agricultural enterprises. To develop new approaches to managing agribusiness competitiveness based on sustainable development, the article proposes a conceptual model for integrating ecological marketing into the management system of an agricultural enterprise. It comprises seven blocks: the external environment, strategic and operational management levels, a marketing platform, a communication block, a KPI monitoring system, and an adaptation block. The practical implementation of the model requires the application of a comprehensive set of tools: environmental certification, verified eco-labeling, digital supply chain traceability systems, and ESG reporting. The key barriers to its implementation include a shortage of investment resources, consumer skepticism, and regional disparities in the solvent demand for eco-products. Conclusions. The conceptual model demonstrates the cross-cutting nature of ecological marketing, which must be integrated into the corporate strategy of an agricultural enterprise and supported by tangible changes in its operational activities. Only a systematic approach will ensure the synergy of environmental sustainability and economic efficiency. Prospects for future scientific research lie in the practical validation of the model and the development of industry-specific indicators to evaluate the effectiveness of ecological marketing integration.