MARKETING STRATEGIES OF ECO-BRANDS ON E-COMMERCE PLATFORMS

Abstract

The article investigates the specifics of developing marketing strategies for eco-brands on e-commerce platforms in the context of growing consumer demand for sustainable products and the increasing importance of digital commerce channels. The study demonstrates that changes in consumer behavior are accompanied by greater attention to environmental product attributes, sustainability certifications, supply chain transparency, and corporate commitment to sustainable development principles. The research systematizes contemporary approaches to marketing strategy development and identifies the key stages of forming marketing strategies for eco-brands in e-commerce. These stages include digital environment analysis, segmentation and targeting of environmentally conscious consumers, development of a value proposition based on ESG and CSR principles, selection of e-commerce platforms as key interaction channels, and continuous performance monitoring. The paper proposes a structured framework of tools and methods for evaluating eco-brand marketing strategies and identifies differences between strategies for FMCG eco-brands and eco-brands offering shopping goods. The proposed methodology was tested using a case study of an eco-friendly book brand producing books from recycled materials and selling through Amazon KDP . KDSpy was applied to assess market demand, competition, and differentiation opportunities. In addition, the study introduces a methodological approach for evaluating marketing strategy performance based on the Eco-Transparency Index (ETI), Eco-Consumer Trust Coefficient (ECT), and the integrated Eco-Marketing Performance Index (EPI). The proposed framework can be used to improve the competitiveness and strategic decision-making of eco-brands operating in digital commerce environments.