EVALUATION OF THE FACTORS INFLUENCING THE EFFECTIVENESS OF GREEN MARKETING IN THE AGRICULTURAL SECTOR OF UKRAINE WHEN IMPLEMENTING GREEN MARKETING STRATEGIES

The article explores a methodological approach to evaluating the factors that influence the effectiveness of green marketing in the agricultural sector of Ukraine, focusing on the implementation of green marketing strategies. It analyzes the key environmental, economic, and social factors that play a crucial role in determining the success of environmentally friendly marketing practices within the agricultural industry. Special attention is given to the mechanisms of implementing sustainable development strategies, which are vital for promoting environmentally conscious business practices. The article highlights how state policy, including legislative frameworks and governmental support, as well as consumer trends and growing environmental awareness, shape the demand for green products and services. The influence of consumer behavior, driven by increasing ecological concerns, is crucial in the creation of an environmentally responsible business environment in the agricultural sector. The study further emphasizes the importance of green marketing as a means of increasing the competitiveness of agricultural enterprises in a rapidly changing market. By adopting green marketing strategies, businesses can not only improve their market position but also contribute to the broader goal of environmental sustainability. The article suggests that understanding the factors influencing green marketing effectiveness is essential for aligning agricultural businesses with global sustainability trends and enhancing their reputation as responsible corporate entities. Moreover, the research contributes to a deeper understanding of the vital role that marketing approaches play in shaping the development of the agricultural sector. It also provides insights into the challenges and opportunities faced by agricultural enterprises in Ukraine, considering the country’s unique socio-economic and political context. This comprehensive analysis of green marketing is valuable for economists, ecologists, and marketers seeking to advance the knowledge base in the field and supports the ongoing transition towards more sustainable agricultural practices. The findings of this study can be instrumental in guiding policymakers, business leaders, and researchers interested in fostering environmentally friendly agricultural practices and strategies.