Formation of the concept of sustainable marketing as a basis for the transformation of advertising communications of food industry enterprises

Abstract

Abstract. The intensification of global environmental and social challenges increases the importance of the sustainable development concept as a key factor in transforming enterprises’ marketing activities. These processes are particularly significant in marketing communications, which play a crucial role in shaping consumer behavior and promoting the values of responsible consumption. For food industry enterprises, the integration of sustainable development principles into marketing activities becomes strategically important. The purpose of the article is to substantiate the theoretical foundations for the formation of the sustainable marketing concept as a basis for transforming advertising communications of food industry enterprises in the context of increasing requirements for environmental and social responsibility of business. The methodological basis of the study includes general scientific and special research methods, namely a systematic approach, analysis and synthesis, generalization of scientific approaches, comparative analysis, and logical modeling. Results. The study reveals the essence of the sustainable marketing concept and its role in transforming modern advertising communications. The necessity of shifting from traditional communication models to strategies based on responsible consumption, environmental safety, and social inclusiveness is substantiated. The main directions for the development of effective advertising communications within sustainable marketing are identified, including transparency of information, evidence-based environmental initiatives, orientation toward real corporate actions, and the integration of ESG principles into marketing activities. The research proves that the implementation of sustainable development principles in advertising communications increases consumer trust, strengthens brand reputation, and enhances competitive positions in the market. Conclusions. The study establishes that the formation of the sustainable marketing concept is an important direction in transforming advertising communications of food industry enterprises. The implementation of sustainable development principles contributes to the development of new models of interaction between enterprises and consumers and requires the systematic integration of environmental, social, and economic aspects into marketing activities.