INTEGRATION OF ESG PRINCIPLES IN PRODUCTION: OPPORTUNITIES FOR SUSTAINABLE DEVELOPMENT, CIRCULAR ECONOMY AND MARKETING

In the context of global environmental and social challenges, the integration of ESG principles into production processes is becoming a strategically important area for the sustainable development of enterprises. This study analyzes the impact of an ESG-oriented approach on improving the efficiency of resource use, reducing the carbon footprint and forming circular business models. Particular attention is paid to the synergy of ESG principles and the concept of a circular economy that promotes a closed cycle of production and consumption. The role of marketing in promoting sustainable practices, including green marketing and brand-oriented strategies aimed at increasing consumer loyalty, is also considered. The study identifies key tools and methods for integrating ESG approaches into industrial production, taking into account the possibilities of digitalization and innovative technologies. Strengthening corporate governance – transparency, anti-corruption, compliance with sustainable development standards. Today ESG principles in production are not just a trend, but a strategic necessity for competitiveness, investment attractiveness and long-term business development. Advantages of circular economy: reduction of raw material costs – reuse of materials, reduction of waste – recycling, secondary production, stability of supply – dependence on new natural resources is reduced, compliance with regulatory requirements – companies avoid fines for environmental pollution.Marketing promotes sustainability: creating awareness – educating consumers on environmental practices, promoting circular goods – stimulating demand for recycled and sustainable products, creating an emotional connection with the brand – supporting global initiatives (e.g. nature protection), enhancing the company's reputation – compliance with ESG standards.