Sustainable marketing in ensuring long-term competitiveness of Ukrainian business: strategic approaches and behavioral factors of influence

Abstract

Given the present state of worldwide environmental, social, and economic difficulties, sustainability is especially significant for enterprises. Sustainable marketing, as part of the overall corporate social responsibility approach, is evolving into a vital tool for establishing long-term competitiveness. Purpose. To identify the strategic and behavioral facets of sustainable marketing and support its role in shaping the long-term competitiveness of business in Ukraine, as well as to develop useful advice on the effective implementation of sustainable marketing approaches in the work of businesses. Methods. The research methodologies applied include a systematic approach, analysis and synthesis, comparative study. Results. The study examines sustainable marketing as a means for building long-term business competitiveness in Ukraine. The theoretical underpinnings of sustainable marketing are established. The functions of sustainable marketing within the system of strategic enterprise management are described. Its strategic and behavioral facets are analyzed, and the relationship between socially responsible marketing practices and competitive benefits of a business is detailed. Specific focus is given to the examination of the present condition of sustainable marketing in Ukraine by industry. The major obstacles and possibilities for the advancement of sustainable marketing in Ukraine are identified, which allowed the author to develop recommendations for business and governmental bodies for the effective execution of sustainable methodologies that will assist in improving the competitiveness and sustainability of businesses amidst economic instability. Conclusions. The findings suggest that sustainable marketing is a crucial strategic instrument for boosting the long-term competitiveness of businesses in Ukraine. Its application helps strengthen consumer trust, build a positive company image and improve its adaptability to current challenges. Simultaneously, the successful use of sustainable marketing practices necessitates a systematic approach, a strategic outlook and consideration of the behavioral traits of key stakeholders.