FORMATION OF CONSUMER LOYALTY BASED ON CORPORATE SOCIAL
RESPONSIBILITY IN THE CONTEXT OF THE ESG APPROACH AND THE
SUSTAINABLE DEVELOPMENT GOALS

Olha VDOVICHENA

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0003-0768-5519

Danylo VDOVICHEN

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0009-0003-4119-3339

DOI: http://doi.org/10.34025/2310-8185-2025-3.99.06

Keywords: ESG approach, sustainable development goals (SDGs), loyalty programs, corporate social responsibility, ethical marketing, synergistic effect, sustainable development.

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Summary

The article is devoted to the study of the role of the ESG approach (environmental, social, and governance) in shaping consumer loyalty programs with an emphasis on the integration of the Sustainable Development Goals (SDGs). The components of ESG are analyzed, along with examples of green and charitable initiatives of companies such as Bayer AG, Ferrero Group, Bosch, Mercedes-Benz, BMW, Patagonia, and the activities of Friedrich-Ebert-Stiftung (FES) in the context of ethical marketing. It was found that the integration of ESG into loyalty programs increases customer retention by 20–30%, promotes sustainable development, and builds consumer trust. The following methods were applied: theoretical (literature analysis, synthesis), empirical (SWOT analysis for the SDGs, organizational and economic analysis, observation), comparative, and statistical methods. Strategies for implementing ESG in business are proposed, including transparency, inclusiveness, and partnerships. The growing role of digital technologies in ethical marketing by 2025 is forecasted. The results are valuable for enterprises seeking to combine commercial goals with social responsibility under global challenges, particularly during martial law in Ukraine.

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Biographies of authors:

Olha VDOVICHENA,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Management, Marketing and Logistics

Danylo VDOVICHEN,

Chernivtsi Institute of Trade and Economics of SUTE

Master’s degree student

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