Innovative Marketing Strategy Tools for Promoting the Green Agribusiness Brand

Authors

  • Tetiana Ustik Department of Marketing and Logistics, Sumy National Agrarian University, Ukraine
  • Volodymyr Lagodiienko Department of Marketing, Entrepreneurship and Trade, Odesa National University of Technology, Ukraine
  • Svitlana Bebko Department of Marketing and Communication Design, Kyiv National University of Technologies and Design, Ukraine
  • Yurii Biloshapka Department of Economics, Management and Innovation Transfer in Animal Husbandry, Livestock Farming Institute of The National Academy of Agrarian Sciences of Ukraine, Ukraine
  • Oleksandr Sorokokit Department of Marketing and Logistics, Sumy National Agrarian University, Ukraine

DOI:

https://doi.org/10.32479/irmm.23548

Keywords:

Organic Farming, ESG Reporting, Digital Marketing, Eco-Labelling, Social Media, Brand Effectiveness, Sustainable Production

Abstract

The aim of the study was to carry out a comprehensive assessment of the level of development of organic farming and the effectiveness of the use of innovative marketing tools in the green agribusiness of Ukraine. It was found that the share of organic agricultural land in Ukraine increased from 0.6% in 2019 to 1.2% in 2025, which corresponds to a growth rate of 12.2% per year. The introduction of innovative marketing tools among Ukrainian enterprises is on average 38.3%. In particular, ESG reporting is used by 28% of companies, digital marketing by 35%, eco-labelling by 42%, and social media is used by 48% of enterprises. Correlation analysis showed a strong direct relationship between the use of marketing tools and the effectiveness of a green brand: ESG reporting – 0.71, digital marketing – 0.78, eco-labelling – 0.82, social networks – 0.76. Regression analysis confirmed the statistical significance of all factors (p<0.01), with the highest impact on brand performance being eco-labelled (b=0.78). The study confirms that the comprehensive implementation of ESG practices, digital marketing, and eco-labelling has a positive impact on the competitiveness of enterprises and shaping of sustainable green brands.

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Published

2026-03-16

How to Cite

Ustik, T., Lagodiienko, V., Bebko, S., Biloshapka, Y., & Sorokokit, O. (2026). Innovative Marketing Strategy Tools for Promoting the Green Agribusiness Brand. International Review of Management and Marketing, 16(3), 741–749. https://doi.org/10.32479/irmm.23548

Issue

Vol. 16 No. 3 (2026)

Section

Articles