SOCIAL RESPONSIBILITY MANAGEMENT IN THE ECOLOGICAL MARKETING SYSTEM TO ENSURING BUSINESS SUSTAINABILITY OF ENTERPRISES

Abstract

The object of research is the processes of formation and development of social responsibility in the system of environmental marketing to ensure the business sustainability of enterprises. It was established that the phased implementation of social and environmental initiatives allows to assess resources, determine priorities and timely adjust strategies. Special attention is paid to the use of modern management principles, such as digital platforms, monitoring systems and interaction with stakeholders, which contributes to increasing the adaptability of enterprises to changes in the market environment. The economic, social, environmental, innovative, strategic, marketing and regulatory impact of CSR on business sustainability is studied. A methodological approach to social responsibility management is presented, which includes diagnostics of the state, definition of goals, assessment of resource potential, formation of management measures, their implementation and control. It was established that the integration of social and environmental responsibility contributes to the formation of a positive image of the enterprise, strengthening the trust of consumers and partners and the development of innovative products. It was determined that the comprehensive application of these approaches ensures the long-term sustainability of enterprises and their competitiveness. It is determined that systemic management of social responsibility is a key tool for sustainable business development. The paper deepens the theoretical foundations and develops practical recommendations for the integration of social, environmental and innovative models and management solutions to increase the business sustainability of enterprises. The presented conclusions can be used to plan sustainable development strategies and assess the effectiveness of CSR initiatives. The study emphasizes the importance of combining social responsibility and environmental marketing to ensure comprehensive and balanced development of enterprises.