SUSTAINABLE MARKETING: ESSENCE AND OPPORTUNITIES IN THE DEVELOPMENT OF THE ORGANIC FERTILIZER MARKET IN UKRAINE
Abstract
The transformation of consumer needs in the direction of greening and reducing environmental pollution has led to the emergence of new solutions and opportunities for agricultural producers based on the concept of sustainable marketing. The article systematizes and summarizes scientific approaches to the concept of sustainable marketing, determines its content and components, as well as the possibilities of its application in the organic fertilizer market. It is proven that the functioning of the organic fertilizer market is important for ensuring the food, environmental and energy security of the state, on the one hand, and the development of the bioeconomic ecosystem, on the other hand, due to the fact that Ukraine remains one of the key players in the global food market. It is substantiated that the use of organic fertilizers allows enterprises to conduct economic activities more effectively, increase the effectiveness of functioning and competitiveness in the market. The features of the formation of demand and supply for fertilizers are determined. Three main target components of sustainable development in the organic fertilizer market are identified: economic viability of agricultural farms without depletion of natural resources; environmental sustainability and social responsibility. It has been established that there has been a qualitative growth and reformatting of the market, including the increase in technological innovations and marketing solutions, which allows us to state that organic fertilizers have already occupied a significant share of this market, which will continue to grow. The development of the organic fertilizer market in the conditions of a constant increase in the cost of mineral fertilizers and their increasingly acute shortage in Ukraine requires finding ways to increase the level of ensuring the annually growing needs of agricultural producers to provide plants with nutrients. In view of this, the determination of trends and prospects for the development of this market becomes relevant. The article identifies the directions of marketing development in the organic fertilizer market, problems that need to be solved for the further effective functioning of this market in Ukraine. Recommendations for the development of the marketing mix of organic fertilizer manufacturers are substantiated.
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