MARKETING INSTRUMENTS TO ENCOURAGE CONSUMERS’ SUSTAINABLE BEHAVIOUR

Achieving the Sustainable Development Goals involves ensuring access to food, overcoming global hunger, promoting healthy lifestyles and human well-being, while preserving the planet’s resources and preventing negative climate change. This can be achieved through the implementation of sustainable agriculture. It is therefore imperative to develop a new conceptualisation of consumption and to design and implement appropriate measures to reduce the production and consumption of livestock products, particularly meat. The objective of modifying consumer behaviour is to make people aware of the necessity of reducing their consumption of regular meat and of mitigating the negative impact of livestock production on the environmental resource base in the near future. The aim of this study is to ascertain the extent to which marketing tools such as product placement and influencer marketing influence the development of conscious consumption behaviour and conscious consumer choice. To examine the impact of these marketing communication tools on consumer preferences, a group of researchers established a consumer panel composed of individuals who met specific criteria and were representative of a purposive sample. The panel study was conducted in two stages. First, consumers’ attitudes toward direct advertising and product placement during the period of martial law in Ukraine were investigated. Subsequently, the attitudes of Ukrainian consumers toward plant-based meat as a substitute for conventional meat were examine. The article presents the findings of a study examining consumer attitudes toward advertising measures under martial law, as well as their willingness to consume plant-based meat alternatives. Additionally, it presents the results of a survey on potential measures to promote the consumption of such products. The study revealed that only a negligible proportion of respondents in Ukraine are currently inclined to consume plant-based meat. Furthermore, the study demonstrated that respondents tend to regard indirect advertising tools as more subtle and effective than direct advertising. Moreover, they concur that product placement and influencer marketing can be effectively employed to promote the consumption of plant-based meat in Ukraine.