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Coordinated and published by The Grassroots Institute, the Grassroots Journal of Natural Resources (GJNR) is an international journal dedicated to the latest advancements in natural resources throughout the world. The goal of this journal is to provide a platform for scientists, social scientists, policy analysts, managers and practitioners (on all academic and professional levels) all over the world to promote, discuss and share various new issues and developments in different arenas of natural resources.
Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding
Tetiana Ustik*1, Volodymyr Lagodiienko2, Svitlana Bebko3, Yurii Biloshapka4, Oleksandr Sorokokit5
1Sumy National Agrarian University, Sumy, Ukraine. Email: sydorenko2112@gmail.com
ORCID: https://orcid.org/0000-0001-9967-0669
2Odesa National University of Technology, Odesa, Ukraine. Email: lagodiienko.V2302@gmail.com
ORCID: https://orcid.org/0000-0001-9768-5488
3Kyiv National University of Technologies and Design, Kyiv, Ukraine. Email: svitlana.bm19@gmail.com
ORCID: https://orcid.org/0000-0002-0687-3801
4Livestock Farming Institute of The National Academy of Agrarian Sciences of Ukraine, Kyiv, Ukraine.
Email: yu.v.biloshapka24@gmail.com ǀ ORCID: https://orcid.org/0009-0006-3790-1963
5Sumy National Agrarian University, Sumy, Ukraine. Email: sorokokit.oleksandr17@gmail.com
ORCID: https://orcid.org/0009-0003-8128-0680
*Corresponding author
Grassroots Journal of Natural Resources, 8(2): 256-275. Doi: https://doi.org/10.33002/nr2581.6853.080213
Received: 09 May 2025
Reviewed: 08 July 2025
Provisionally Accepted: 10 July 2025
Revised: 25 July 2025
Finally Accepted: 30 July 2025
Published: 23 August 2025
Amid escalating environmental challenges and increasing public demand for sustainable development, environmentally friendly agricultural systems must adapt to evolving conditions. The rise in ecological awareness and the need for rational use of natural resources make it necessary to explore tools that support "green" branding and support environmental initiatives. This study aims to analyze innovative environmental tools that can effectively promote environmentally friendly agriculture. A mixed-methods approach was employed, including correlation and regression analysis, SWOT analysis, questionnaires, and interviews. The results showed that environmental communication, educational campaigns, and activity in social networks significantly affect the formation of trust in eco-products (r = 0.76). Notable strengths of the ecological approach include the use of organic raw materials and energy-saving technologies. However, key limitations persist, such as the high cost of eco-packaging and the lack of resources for implementing eco-standards. The study recommends that environmental cooperation be strengthened, sustainable practices be implemented, and transparency be ensured in environmental reporting. The scientific novelty lies in the comprehensive analysis of environmental tools for forming a "green" brand. Prospects for further research include strategies for increasing the ecological sustainability of rural areas.
Green products; Social networks; Competitiveness; Green branding; Environmental Awareness; Green Agri-business; Sustainable development
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Ustik, T., Lagodiienko, V., Bebko, S., Biloshapka, Y. and Sorokokit, O. (2025). Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding. Grassroots Journal of Natural Resources, 8(2): 256-275. Doi: https://doi.org/10.33002/nr2581.6853.080213
Ustik, T., Lagodiienko, V., Bebko, S., Biloshapka, Y., & Sorokokit, O. (2025). Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding. Grassroots Journal of Natural Resources, 8(2), 256-275. https://doi.org/10.33002/nr2581.6853.080213
Ustik T., Lagodiienko V., Bebko S., Biloshapka Y., Sorokokit O. Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding. Grassroots Journal of Natural Resources, 2025, 8 (2), 256-275. https://doi.org/10.33002/nr2581.6853.080213
Ustik, Tetiana, Lagodiienko, Volodymyr, Bebko, Svitlana, Biloshapka, Yurii, Sorokokit, Oleksandr. 2025. “Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding”. Grassroots Journal of Natural Resources, 8 no. 2: 256-275. https://doi.org/10.33002/nr2581.6853.080213
Ustik, Tetiana, Volodymyr Lagodiienko, Svitlana Bebko, Yurii Biloshapka and Oleksandr Sorokokit. 2025. “Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding”. Grassroots Journal of Natural Resources, 8 (2): 256-275. https://doi.org/10.33002/nr2581.6853.080213
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