Sustainable marketing in the context of digitalization

Oksana Karpenko and Iryna Karpenko
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Oksana Karpenko: Higher Educational Institution «Academician Yuriy Bugay International Scientific and Technical University»
Iryna Karpenko: Higher Educational Institution «Academician Yuriy Bugay International Scientific and Technical University»

Economic Synergy, 2025, issue 3, 59-69

Abstract: n the 21st century, sustainable development has become one of the leading concepts in management theory and practice. Its main goal is a harmonious combination of economic growth, social progress, and environmental safety to ensure the well-being of current and future generations. In this context, marketing is no longer just a sales tool. It is becoming a vital management function aimed at shaping a socially responsible consumption model, stimulating sustainable innovation, and maintaining long-term relationships with stakeholders. It is important to emphasize that the tasks and functions of sustainable marketing are implemented at different levels of management - from global to local, from strategic to operational. The article examines the evolution of marketing approaches under the influence of the concept of sustainable development; provides an interpretation of the concept of “sustainable marketing†; considers the goals and objectives of sustainable marketing at different levels of management; characterizes the “4P†complex of sustainable marketing; defines the functions of sustainable marketing at the enterprise level; outlines the key opportunities for sustainable marketing in the context of digitalization. Key objectives of the sustainable marketing system: developing products based on the principles of eco-design and sustainable business models; ensuring transparency of information on the origin of products and their environmental impact; creating a culture of responsible consumption; building long-term relationships with stakeholders; creating an image of a responsible company and brand. The main trends in developing the sustainable marketing system are digitalization, increasing consumer demands for ethical brands, growing popularity of eco-innovations, spread of green certification practices and sustainability standards, and integration of ESG (Environmental, Social, and Governance) factors into business strategies. A business that properly integrates sustainable marketing into digital strategies today can build deep trust and emotional connection with customers, which will become the main competitive advantage in the future world.

Keywords: marketing; sustainable development; environmental marketing; green marketing; socially responsible marketing; sustainable marketing; management; enterprise; rational consumption; social responsibility; consumer needs; digitalization; modern technologies. (search for similar items in EconPapers)
JEL-codes: A13 M14 M31 O32 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bja:isteus:y:2025:i:3:p:59-69

DOI: 10.53920/ES-2025-3-5

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