ECO-BRANDS IN THE SYSTEM OF ENTERPRISE MARKETING ACTIVITIES:
FEATURES AND MECHANISM FOR MANAGING PROMOTION POLICY
IN THE CONTEXT OF ESG TRANSFORMATIONS

Tetyana GORDITSA

Yuriy Fedkovych Chernivtsi National University, Chernivtsi

https://orcid.org/0000-0003-2598-3624

DOI: http://doi.org/10.34025/2310-8185-2026-1.101.13

Keywords: eco-brand, promotion policy management mechanism, ESG transformations, enterprise marketing management, marketing communications.

Summary

The article examines the theoretical and applied foundations of eco-brand formation within the marketing activities of enterprises and substantiates a mechanism for managing eco-brand promotion policy in the context of ESG transformations. The relevance of the study is determined by the intensification of environmental challenges, the growing importance of non-financial factors of competitiveness, and the transformation of consumer values toward responsible consumption. It is established that, under current conditions, eco-branding extends beyond a purely image-building function and becomes a strategic marketing management instrument.

The study systematizes contemporary scientific approaches to the interpretation of the eco-brand concept, demonstrating its multidimensional nature. At the same time, the predominance of production-environmental and communication-based interpretations is identified, whereas the managerial aspect within the enterprise marketing system remains insufficiently developed. It is shown that ESG transformations are changing the logic of marketing by shifting the focus toward transparency, value-based interaction, and the integration of environmental, social, and governance principles into the company’s brand strategy.

A stage-based mechanism for managing eco-brand promotion policy is proposed, including analytical, segmentation-motivational, strategic-communication, and evaluation-adaptive stages. The implementation of this mechanism ensures the integration of ESG principles into marketing communications, the combination of digital and traditional promotional tools, and the improvement of consumer engagement effectiveness. It is substantiated that the implementation of the proposed mechanism contributes to enhancing the competitiveness of Ukrainian industrial enterprises and strengthening their sustainable market positions in the context of ESG transformations.

Biographies of authors:

Tetyana GORDITSA,

Yuriy Fedkovych Chernivtsi National University

Candidate of Economic Sciences, Associate Professor,

Department of Marketing, Innovations and Regional Development

References:

Blazhey, I. (2016). Environmentally aimed brand model. European journal of economics and management, 2(4), 17–22. http://www.visnyk-econom.uzhnu.uz.ua/archive/22_1_2018ua/5.pdf (in Ukr.).

Blazhey, I. O. (2018). Environmental branding as an integral part of the sustainable development concept. Scientific Bulletin of Uzhhorod National University. Series : International Economic Relations and the World Economy, 22(1), 15–19. http://www.visnyk-econom.uzhnu.uz.ua/archive/22_1_2018ua/5.pdf (in Ukr.).

Boienko, O. U. (2019). Use of eco-branding by domestic manufacturers. Scientific Works of Donetsk National Technical University. Series: Economic, 2(21), 40–47. http://doi.org/10.31474/1680-0044-2019-2(21)-40-47 (in Ukr.).

Chygryn, O.U & Usova, S. O. (2025). Green branding as a tool for increasing environmental responsibility and competitiveness of companies. Bulletin of Economics, 3, 9–23. https://doi.org/10.35774/visnyk2025.03.009 (in Ukr.).

Ihnatenko, R.V. (2022). Ecological trends of modern marketing activity. Economics. Finance. Law, 2, 25–29. https://doi.org/10.37634/efp.2022.2.5 (in Ukr.).

Ilchenko, T.V. & Pomazan, L.M. (2022). Marketing communication policy : essence and features in an industrial enterprise. Economy and Society, 43 https://doi.org/10.32782/2524-0072/2022-43-47 (in Ukr.).

Kemming, J. D., & Wagner, R. (2024). Brands for future : A framework for sustainable impact. Marketing Review St. Gallen, 5(41), 34–41. https://hdl.handle.net/10419/328062

Lee, G. K. S. (2025). Building Brands for a Sustainable Future: Integrating Strategy, Consumer Response and Ethical Communication. Asian Journal of Economics, Business and Accounting, 25(5), pp. 269-279. https://doi.org/10.9734/ajeba/2025/v25i51800

Makhnusha, S.M. & Kosolap, N.E. (2011). Marketing of innovations and ecological branding: analysis of connection. Marketing and Management of Innovations, 1, 36–44. http://nbuv.gov.ua/j-pdf/Mimi_2011_1_5.pdf (in Ukr.).

Marova, S. F., Solokha, D. V., Bіelіakova, O. V. & Kysil, V. V. (2020). Etymology of formation of state management concepts of the environmentally friendly goods market development in Ukraine. Manager: Bulletin of Donetsk State University of Management, 2(87), 5–20. https://doi.org/10.35340/2308-104X.2020.87-2-01 (in Ukr.).

Nedzelska, M. M. & Sokol, P. M. (2016). Promotion of environmental goods in the Ukrainian market. Global and National Problems of the Economy, 11, 442–445. http://global-national.in.ua/archive/11-2016/94.pdf (in Ukr.).

Pilko, A. D. & Lukan, O. M. (2011). Modern trends in the development of marketing communications models. Actual Problems of the Development of the Region's Economy, 7(2), 253–260. http://nbuv.gov.ua/UJRN/aprer_2011_7%282%29__48 (in Ukr.).

Sadchenko, O., Gaivoronska, I., & Shmagina, М. (2025). Integration of ESG principles in production: opportunities for sustainable development, circular economy and marketing. Sustainable development of economy, 1(52), 262–268. https://doi.org/10.32782/2308-1988/2025-52-36

Shymko, A. V., Zamyaliy, D. V. & Kizenko, S. G. (2025). Analysis of the implementation of innovative methods of product promotion in the e-commerce sector of Ukrainе. Current Issues of Economic Sciences, 10. https://doi.org/10.5281/zenodo.15256942 (in Ukr.).

Su, T., & Teo, P.-C. (2025). From ESG to Brand Equity: The Mediating Role of Brand Reputation and Brand Attachment. International Journal of Academic Research in Economics and Management Sciences, 14(2), 125–139. http://dx.doi.org/10.6007/IJAREMS/v14-i2/25417

Vdovichen, A., Vdovichena, O., Chychun, V., Zelich, V., & Saienko, V. (2023). Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection. International Journal of Organizational Leadership, 12, 37–65. https://doi.org/10.33844/ijol.2023.60364

Żemigala, M., Wiśniewska, A., Liczmańska-Kopcewicz, K., Kiresiewa, Z,. & Tuovila, H. (2025). A Novel Integrated Structural Model of Green Consumer Purchasing Behavior: A Systematic Literature Review with COM-B Framework Perspective. Equilibrium. Quarterly Journal of Economics and Economic Policy, 20(2), рр. 745-801. https://doi.org/10.24136/eq.3780