INDUSTRY PRACTICES OF SOCIAL AND ETHICAL MARKETING IN ACTIVITIES OF AGRO-INDUSTRIAL COMPLEX ENTERPRISES: PRIORITIES AND OPPORTUNITIES

УДК: 338.24.01 DOI: 10.31588/2073-0462-2026-21-2-155-164 EDN: WJDUWQ

Abstract

A socially oriented economy as a strategic aim for the development of Russian Federation highlights the need to utilize the concept of social and ethical marketing in business management practices, integrating effective commercial activity and socially responsible behavior. Agriculture, as a guarantor of the country's food security and a catalyst for rural development, is inherently a socially oriented industry. We believe that social and ethical marketing tools will only enhance the significance of social mission being pursued. Agriculture is a leading systemically important industry in Belgorod region. The region is among the top five constituent entities of the Russian Federation in terms of gross agricultural output, accounting for 4.0% of the national total and 15.0% of Central Federal District, currently ranking third. Since issues of socially responsible behavior, according to opponents, may be rejected by the business community, we believe it is relevant to conduct a study of the feasibility and readiness to implement the concept of social and ethical marketing in agricultural organizations in the region. The results of the analysis of two-factor interaction between the assessment of current state of social activity and involvement in its processes and the four-factor interaction between the current and assessment of its prospects confirm and prove the readiness to use the concept of social and ethical marketing in the management practices of enterprises in the regional agro-industrial complex. Thus, 44.5% of managers, 30.5% of shareholders and 34.5% of employees of agricultural enterprises recognize the importance and strategic significance of socially responsible behavior. Moreover, managers (20%), shareholders (19.8%) and employees (20%) indicate that they are actively involved in the implementation of social programs and are ready for these initiatives in the future (21.7%, 21.3% and 20%, respectively). 22.5% of the served population indicated the necessity to strengthen the business community's social position, while 19.6% did not deny the current implementation of this goal. Furthermore, according to respondents, social and ethical marketing is a strategic competitive advantage of the highest order and has a positive impact on the image and business reputation of enterprises.