MODERN DRIVERS OF THE CIRCULAR ECONOMY AND SOCIO-ECONOMIC TRANSFORMATION ON THE BASIS OF MARKETING

The article explores the theoretical and practical foundations of the transition from a linear to a circular model of the economy as a fundamental condition for ensuring sustainable development and increasing national competitiveness in the context of global transformations. The relevance of the work is due to the need to overcome resource constraints and environmental challenges through the implementation of the regenerative principles of the "9R". The purpose of the study is to comprehensively substantiate the modern drivers of circular transformation and determine the strategic role of marketing in this process. The authors have identified and systematized the key drivers of change: regulatory (extended producer responsibility, digital product passports and compliance with the EU Green Deal goals), technological (the use of artificial intelligence, IoT and blockchain to ensure transparency of supply chains), financial (development of the green bond market and grant support for small businesses), consumer (growing demand for "pre-loved" goods, eco-labeling and maintainability requirements). It has been proven that marketing is transforming into a holistic tool that combines digitalization with social responsibility. It is determined that social and digital marketing are critical mechanisms for the formation of environmentally conscious behavior and the promotion of circular business models. Special attention is paid to the specifics of Ukraine, where the transformation process is hampered by financial barriers and the consequences of the war. It is substantiated that the introduction of cyclical principles is a strategic priority for the post-war recovery of the agricultural, transport and industrial sectors.