THE ROLE OF SOCIO-ETHICAL MARKETING IN BUILDING CONSUMER LOYALTY

Abstract

The article examines the role and mechanisms of influence of social and ethical marketing on the formation of consumer loyalty in modern market conditions. The theoretical foundations of the concept of social and ethical marketing and its relationship with consumer loyalty are analyzed. The relevance of the work is due to the growing importance of non-price factors of competitiveness and increased attention and demands of society for social responsibility of business. The purpose of the article is to analyze practical tools of social and ethical marketing and their impact on loyalty using the example of leading Ukrainian companies. The methodological basis of the study was the case study method. This, in turn, allowed for an in-depth analysis of the marketing strategies of the companies Nova Poshta, Silpo, and Morshynska. The sources of data were official company reports, media publications, content from official websites, and social networks. The study revealed that the key areas of activity in the context of social and ethical marketing for Ukrainian companies are support for the Armed Forces of Ukraine, humanitarian projects, assistance in the development of local producers, and preservation of cultural heritage. It was established that the combination of these initiatives contributes to the formation of strong consumer confidence and emotional attachment to the brand, which is the foundation for building long-term loyalty. The results of the analysis made it possible to formulate practical recommendations for integrating the social and ethical component into the marketing complex of domestic enterprises. The key success factors have been identified, namely: authenticity, consistency, and transparency of activities. It has been concluded that social and ethical marketing is not a cost-intensive activity, but rather an investment that creates a sustainable competitive advantage in the future. The recommendations provided and patterns identified can serve as a valuable guide for other Ukrainian companies seeking to strengthen their market position by responding effectively to current challenges and public expectations and forming a deep emotional connection with consumers.