Innovative Marketing Tools and Strategies for the Promotion of Green Agribusiness Branding

Abstract

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.