Development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production in Ukraine under the influence of the permaculture concept

Abstract

By embracing a holistic approach to agriculture and land use and influencing environmental marketing practices, permaculture has been found to provide a more comprehensive and interconnected understanding of sustainable development. It is noted that ecological practices, which are the basis of organic food production, create an attractive climate for investment, taking into account the annual growth of global demand for organic products. The ways of eco-marketing development in the conditions of sustainable innovative development of organic agricultural production of Ukraine, which are considered a priority for the further development of the agro-industrial complex, under the influence of the concept of permaculture for the promotion of organic production products created by environmentally friendly means and technologies at all stages of the life cycle, have been determined. Innovative approaches for the sustainable development of modern organic agricultural production with the possibility of using permaculture design are analyzed. Also, to support the sustainable development of organic export-oriented production in Ukraine, manufacturers are actively introducing leading Ukrainian startups into their activities. It is noted that organic certification should contribute to the development of internal and external organic markets, taking into account the best practices of international experience. It has been studied how the vision of modern eco-marketing affects the promotion of products of organic productions that have organic certification in Ukraine. It is shown how the ranking of organic brands is formed by marketing experts in several stages and companies are evaluated according to the volume of production and sales in the domestic market, as well as according to the presence of brands in retail chains. A description of the TOP-10 organic brands of Ukraine in 2023 is given. A SWOT analysis and an analysis of driving forces for the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production under the influence of the concept of permaculture were carried out. The main directions of the development of eco-marketing in the conditions of sustainable innovative development of organic agricultural production of Ukraine are determined. The research is aligned with and contributes to global sustainable development goals, including those related to responsible consumption and production, climate action and global partnerships, emphasizing the interconnectedness of environmental and social aspects of organic agriculture.