EMPIRICAL ANALYSIS OF THE IMPACT OF SUSTAINABLE MARKETING ON THE INCLUSIVE DEVELOPMENT OF THE REGION AND BUSINESS: THE CASE OF GEORGIA

This article examines the role of sustainable marketing in business development, as well as its impact on inclusive regional development processes. It uses the example of Georgia, namely the Imereti region, to illustrate its findings. In the context of global change and the growing importance of sustainability, sustainable marketing is emerging as a key strategic management tool, ensuring the harmonisation of economic, social and environmental interests. The study covers an analysis of the theoretical foundations of sustainable marketing, its evolution and its relationship with inclusive development. It emphasises the potential of sustainable and inclusive marketing approaches to better address the needs of diverse consumer groups, thereby contributing to businesses' long-term competitiveness. The empirical section of the article is based on a study conducted in the Imereti region, which included a questionnaire survey of the local population. The results obtained indicate a low level of public awareness of the Sustainable Development Goals and confirm that inclusive advertising positively impacts consumer behaviour and increases purchase intent. The study's findings confirm that implementing sustainable marketing practices improves business efficiency and strengthens inclusive regional development.