Environmental marketing in the agricultural sector: strategies for building trust in environmental products among ukrainian consumers

Abstract

Lately, consumers show more interest in organic goods, spurred by increased environmental concern and a desire for healthier eating. This scenario means figuring out the best marketing tactics to foster trust in Ukrainian organic products. Doing so will ensure the continuous growth of the organic market, help the agricultural industry, and encourage environmentally friendly production methods.

The goal. Defining the conceptual aspects of the development of environmental marketing based on the strategy of building trust in environmental products among consumers, aimed at improving the efficiency of agricultural producers.

Materials and methods. This research examines scientific publications on environmental marketing within agriculture and consumers' ecological consciousness.

The study employs standard scientific methodologies, including analysis, comparison, logical reasoning, and structural organization; induction, deduction, and systematic analysis; as well as synthesis and generalization.

Research results. This piece explores environmental marketing as a holistic approach to satisfy consumer needs, considering environmental preservation, adjusting production to market demands, and creating highly competitive eco-friendly products. It outlines core ideas and key trends in environmental marketing within the agricultural industry. The text also highlights environmental marketing tools that boost consumer trust, increase demand for sustainable products, and promote lasting development. Furthermore, it offers the author's own definition of a strategy focused on building consumer confidence in green products and details strategies for achieving this, ultimately supporting long-term business growth in the marketplace.

Conclusions. This research highlights the need to create methods for cultivating consumer confidence in eco-friendly products, which offers fresh possibilities for the sustainable growth of the agricultural sector and safeguarding public health.