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Article

Development of a criteria scale for assessing the effectiveness of green marketing strategies in agricultural enterprises

Vladyslav Romanenko
Abstract

In the current conditions of increasing environmental awareness of society and stricter requirements for sustainable development, there was a need to transform the marketing strategies of agricultural enterprises. The aim of the study was to develop a comprehensive criteria scale for evaluating the effectiveness of green marketing strategies in the agricultural sector. The methodological basis of the study was formed by methods of system analysis, generalisation and classification. As a result of the study, an expanded multi-level criteria system was formed, combining economic, environmental and social parameters into a single integrated assessment model. A detailed list of indicators was proposed, covering resource efficiency, energy consumption, pollution levels, waste management, impact on soil and water quality, enterprise participation in social initiatives, interaction with communities and the level of environmental transparency. Traditional assessment systems, including Return on Investment, Triple Bottom Line and Balanced Scorecard, have been adapted to the context of sustainable agricultural production, making it possible to integrate quantitative and qualitative parameters into a common methodological platform. A step-by-step algorithm for the practical application of the criteria scale has been developed: identification of relevant indicators, their normalisation, determination of weighting coefficients, construction of an integral index and further interpretation of the results. The proposed scale makes it possible to identify structural imbalances between economic performance indicators and environmental or social impacts, form predictive assessments, and determine directions for optimising green marketing strategies. The practical significance lies in the possibility of using the developed scale to improve management decisions and increase the effectiveness of green marketing approaches of agricultural enterprises

Keywords

environmental orientation; corporate responsibility; resource conservation; innovative approaches; performance indicators; environmental management; conservation initiatives

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Received 09.09.2025, Revised 20.01.2026, Accepted 24.02.2026 Published 21.05.2026

Retrieved from Vol. 13, No. 1, 2026

Suggested citation

Romanenko, V. (2026). Development of a criteria scale for assessing the effectiveness of green marketing strategies in agricultural enterprises. Economics, Entrepreneurship, Management, 13(1), 58-67. https://doi.org/10.56318/ eem2026.01.058

https://doi.org/10.56318/ eem2026.01.058

Pages 58-67

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