ENVIRONMENTAL MARKETING USAGE IN THE UKRAINIAN CONFECTIONERY MARKET

This study examines the use of environmental (green) marketing in the Ukrainian confectionery market under the influence of the COVID-19 pandemic and war consequences. The essence of green marketing and its use in Ukraine are analyzed. There are indicated the key trends of the confectionery market development and the peculiarities of domestic consumer demand, which create the basis for assessing the feasibility of introducing green marketing into the of a confectionery enterprise's brand management system. For a more detailed study of the practical aspects of green marketing usage in Ukraine, the bar chocolate product category was chosen as one of the most promising on the domestic confectionery market. The assortment of green chocolate in Ukraine was studied and two key directions of certified eco-products' production were indicated. Based on the study of actual factors affecting the sale of organic products in Ukraine, it was established that the introduction of organic chocolate production for the domestic market is not expedient in the current wartime conditions. There were given some recommendations to modern enterprises on the Ukrainian confectionery market regarding the development of eco-chocolate brands, sub-brands, or product lines with further optimization of business processes and sustainable development goals' implementation. Based on our survey and analysis of international analytical agencies' reports, the readiness of the domestic consumer to pay an additional price premium for eco-goods, including eco-chocolate, was established. A set of effective marketing tools is proposed, which should be implemented in the brand management system of enterprises in the confectionery industry, for communication with the consumer regarding the «greening» of the brand and/or the enterprise.