СОЦІАЛЬНО-ЕТИЧНИЙ МАРКЕТИНГ ЯК ІНСТРУМЕНТ ПІДВИЩЕННЯ СОЦІАЛЬНОЇ ВІДПОВІДАЛЬНОСТІ АГРОБІЗНЕСУ

The relevance of the topic of social and ethical marketing development lies in the fact that, in the context of war, the state is experiencing a budget deficit due to large defence expenditures, which prevents it from fully performing its functions and therefore requires the involvement of business. An effective tool for such involvement is social and ethical marketing — a set of marketing measures, policies, and strategies aimed at harmonising the commercial goals of business organisations with the expectations of stakeholders and promoting the sustainable development of society.The purpose of the article is to study current trends in the use of social and ethical marketing in large agro-industrial formations in wartime and to identify promising areas for its further development in the context of strengthening the corporate social responsibility of agricultural enterprises.In the course of the study, methods of analysis and synthesis, comparison and generalisation, abstraction and concretisation, as well as tabular methods of visual presentation of research results were used to study the system of corporate social responsibility management.The article highlights the progressive practices of social and ethical marketing of the Astarta and Kernel agricultural holdings, which in wartime are focused on information and educational activities, the development of education, the creation of jobs in rural communities, volunteering, and support for the Armed Forces of Ukraine.Relevant measures for the further development of social and ethical marketing in conditions of war and post-war reconstruction should include the development and implementation of a national CSR strategy at the state level and the formation of an agro-holding CSR strategy focused on strengthening the social and ethical orientation of marketing activities at the agro-enterprise level. At the individual level, there should be the formation of conscious consumer behaviour focused on supporting socially responsible production.The implementation of the proposed measures for the development of social and ethical marketing of agricultural holdings will contribute to increasing their social responsibility, which in the long term will ensure their sustainability and competitiveness.