Green, Blue and Digital Economy Journal

DO PREMIUM PRICE, ENVIRONMENTAL ISSUES AND NUTRITIONAL CONTENT INFLUENCE ATTITUDE AND PURCHASE INTENTION OF ORGANIC FOOD?

2026-04-14T12:09:36+00:00

The field of sustainability marketing has evolved into a more extensive discipline, and the marketing of green products in Indonesia is confronted with numerous challenges. The present study aims to test the influence of environmental awareness, the health content of organic food, and premium price on attitudes towards organic food and purchase intention. Purposive random sampling was utilised as the sampling technique, and the survey methods employed in this research design collected 288 samples, which were subsequently analysed using Structural Equation Modelling (SEM). The analysis revealed that participants' attitudes towards organic food were not influenced by their perceptions of the need to protect the environment. Conversely, their perspectives on green products, notably organic food, were found to be more profoundly influenced by their price perception of organic food. The purchase of lower-priced organic foods was observed to be more prevalent among respondents, irrespective of their level of awareness concerning contemporary environmental concerns. Furthermore, the nutrient content of the food (including vitamins, proteins, minerals and the absence of harmful components in organic food) influenced attitudes. The study found that respondents' intention to purchase organic food was influenced by their attitude towards the subject.

STRATEGIC RESILIENCE AND INDUSTRIAL INVESTMENT: HOUSING NARRATIVES AND THE "INDUSTRIAL FORTRESS"

2026-04-14T12:09:35+00:00

The ongoing full-scale conflict in Ukraine has created an urgent need to redefine national economic resilience through the lens of psychological drivers and structural adaptation. The present study investigates the manner in which consolidated socio-economic discourses contribute to the maintenance of investor confidence and the continuity of industry in circumstances of extreme geopolitical turbulence. The objective of the present study is to ascertain the causal relationship between the residential housing market and industrial investment, thereby establishing the "Great Reconstruction" narrative as a pivotal economic stabiliser. In order to achieve this objective, the investigation employs Robert Shiller's "Narrative Economics" to track how stories about EU integration and post-war prosperity transform into tangible capital flows. The methodology integrates a comparative historical analysis of Ukraine's transition against the 1991-1995 Croatian model with a quantitative assessment of official economic indicators from 2020 to 2024. Statistical analysis demonstrates that the residential sector functions as a psychological anchor, where a 21.1% growth in housing completions in 2024, totalling 9,759 thousand m2, directly signaled safety to industrial stakeholders. Consequently, the industrial sector demonstrated a remarkable response, with a record 32 new park registrations during the same period. The paper introduces the "Industrial Fortress" concept, which models industrial zones as autonomous units combining physical security, energy independence, and social connectivity. The findings demonstrate that Ukraine's EU candidate status accelerates institutional adaptation significantly faster than historical precedents, establishing the country as a strategic hub for European nearshoring. The practical value of this study lies in its analytical framework, which policymakers can utilise to employ housing trends as leading indicators for industrial planning. Consequently, the research provides a roadmap for securing continuous production and attracting strategic investment by leveraging the synergy between infrastructure stability and narrative-driven expectations.

ANALYSIS OF EMPLOYMENT DYNAMICS OF THE POPULATION OF UKRAINE IN THE CONTEXT OF MILITARY TRANSFORMATIONS

2026-04-14T12:09:35+00:00

The purpose of the research is to provide a comprehensive analysis of employment dynamics and to identify the main factors influencing change in the context of modern economic development. Methodology. The methodological basis is a comparative analysis of employment and total population statistics, which are the main determinants that reveal the level of employment at different times. This made it possible to trace changes in trends before and during the deployment of large-scale military operations. The study is based on official statistical data and methods of dynamic analysis, generalisation and economic and statistical approaches, providing a comprehensive assessment of employment transformation. Results. The analysis showed that employment is the main element of the labour market and reflects the extent to which a society utilises its labour potential, determining the state of a country's socio-economic development. Employment not only provides the population with a means of obtaining labour income, but it is also an important factor in social stability, the reproduction of human capital, and regional development. The statistical analysis revealed a significant reduction in the employed population and a change in the trajectory of its dynamics in conditions of military upheaval. The main determinants of these changes were found to be demographic losses, large-scale external migration, a decrease in economic activity and structural imbalances in labour supply and demand. At the same time, adaptation processes in the labour market are evident, as demonstrated by the gradual stabilisation of individual employment indicators. Practical significance. The results obtained can be used to inform state employment policy and develop measures to support the labour market in the event of military challenges. They can also be used to forecast future trends in its development during the economic recovery period. Value / Originality. The novelty of this study lies in its comprehensive approach to assessing employment dynamics among the Ukrainian population. By combining analysis of the pre-war and wartime periods, it provides a deeper understanding of the nature of labour market transformations and their systemic consequences.

BOOK PROMOTION IN THE DIGITAL ECONOMY: STRATEGIC ROLE OF DIGITAL MARKETING TOOLS

2026-04-14T12:09:34+00:00

The article explores the strategic role of digital marketing tools in book promotion within the digital economy. The subject of the present study is the set of digital marketing tools and the managerial implications of their use for book industry actors in an environment where production, distribution, and consumption are increasingly determined by digital technologies. The relevance of the topic is driven by the systemic transformation of the book market, which is characterised by the expansion of product formats (print books, e-books, and audiobooks), changes in the organisation of the publishing process, and the growing dependence of content visibility and audience access on platform algorithms. In this context, book promotion must be considered a structural component of strategic management, rather than a set of tactical communication activities. The objective of the present article is twofold: firstly, to analyse digital marketing tools in book promotion from the perspective of strategic management; and secondly, to systematise these tools and assess the strategic advantages and limitations of their use. The methodological framework underpinning this study is predicated on a rigorous analysis and synthesis of extant scholarly sources, a comparative analysis, and the generalisation of findings. The study corroborates the validity of conceptualising digital tools as an interconnected strategic system, as opposed to perceiving them as an isolated set of channels. Key tools include owned digital infrastructure (websites and e-commerce), targeted traffic acquisition tools (SEO), digital advertising, direct marketing (email and CRM marketing), social media and SMM, influencer marketing, user-generated content and reading communities, platform-based promotion (Goodreads, Amazon, streaming services), digital PR, content marketing, as well as analytics and performance measurement tools. The article demonstrates that the strategic benefits of digital tools lie in increasing the adaptability of book organisations, developing long-term relationships with readers (relational capital), optimising marketing budgets through targeting and personalisation, and supporting a shift towards data-driven management. Concurrently, the study identifies structural constraints, including platform dependence and algorithmic opacity, asymmetries in data control, regulatory restrictions on personal data, genre biases in digital consumption, and resource inequality among market participants, which may contribute to market concentration and a reduction in cultural diversity. The primary conclusion drawn from this analysis is that the efficacy of digital book promotion is contingent not on the mere presence of individual tools, but rather on their coherent configuration and integration into the managerial architecture of a book organisation. A strategic management of digital promotion should combine the development of owned channels and competencies, the institutionalisation of analytics, and the deliberate management of platform-related risks. This should be done in such a way as to balance economic efficiency with the support of cultural diversity in the book market.

ENVIRONMENTAL EFFICIENCY IN LOGISTICS: A SUSTAINABLE DRIVING MODEL TO REDUCE EMISSIONS

2026-04-14T12:09:34+00:00

In leading countries around the world, sustainable driving (eco-driving) is used as a tool, method, or strategy for achieving environmental efficiency in transport and logistics. The development of the concept of eco-driving is driven by stricter environmental regulations at the national level and the need for companies to reduce energy consumption costs and comply with environmental requirements. The purpose of the article was to clarify the concept and idea of sustainable driving, the model of sustainable driving as a way to achieve environmental efficiency in logistics, taking into account the Ukrainian experience. The study uses general scientific methods of analysis and synthesis to combine qualitative and quantitative data that characterize trends in achieving environmental logistics efficiency as a result of integrating the sustainable driving model. The article clarifies the concept of sustainable driving as a tool for achieving fuel economy as a result of changes in driver behaviour on different types of routes, adjusting speed, choosing a route depending on weather conditions and other determinants of fuel use or behavioural determinants that ultimately affect the reduction of carbon emissions into the atmosphere. The study identifies the main concepts of sustainable driving: economic effects from reduced fuel consumption and fuel costs, social effects as a result of behavioural factors and changes in driver behaviour on routes, and additional environmental effects from reduced carbon emissions as a result of reduced fossil fuel consumption. Based on an analysis of Ukrainian practice, the main drivers and constraints for the development of eco-driving have been identified, which are related to the growth of the electric vehicle market as a result of rising fuel prices, improvements in the technical characteristics of electric vehicles, the low quality of the country's transport network, which requires the development of efficient logistics and route optimization, and the introduction of mandatory environmental standards for the registration of new cars. Ukrainian practice in achieving environmental efficiency in logistics demonstrates compliance with global trends in the implementation of the eco-driving model.

DEVELOPMENT OF RURAL TOURISM IN POST-WAR UKRAINE: A REGENERATIVE APPROACH

2026-04-14T12:09:34+00:00

Problem statement. The present circumstances in the Ukrainian countryside are not merely a crisis; rather, they constitute a full-scale systemic destruction that is affecting many aspects of life. The war has had a profoundly detrimental impact, encompassing both the physical destruction of homes and environmental disaster. The topography is characterised by the presence of fertile soils that have been contaminated by heavy metals, in addition to extensive areas that have been mined. This study concludes that the traditional concept of "sustainable development", which has dominated academia for decades, is now fragile and potentially irrelevant to current reality. In the context of ecosystems being virtually destroyed and communities being displaced due to a loss of identity and livelihood, the passive do no harm tactic is inadequate. It is almost impossible to maintain stability within the constructs of foundational obliteration. The imperative in Ukraine transcends mere conservation or preservation of remnants; the nation requires radical and proactive restoration capable of revitalising desolate regions through the creation of new economic meanings. Objective. This research project aims to fundamentally rethink rural tourism and establish a new theoretical framework adapted to war-torn and post-war regions. The study aims to demonstrate that, rather than being just a service sector for quick profit, tourism can serve as a powerful lever for a complete reboot of territories. The goal is to present a model in which each visitor's presence contributes to the physical restoration of the local area, restores a sense of perspective, dignity and pride to the community and transforms the land into a place of power. Methodology. To ensure that this vision extends beyond theoretical reflection, the method of conceptual modelling was employed. This enabled advanced global approaches, such as Pollock’s regeneration, the concept of community resilience and the Farm to Fork principles of the European Green Deal, to be integrated with today’s harsh realities. The study provides a detailed analysis of the influence of visitor-local interactions on ecological health, social cohesion and economic self-sufficiency, charting a clear, logical path from depression to active renewal through regenerative practices. Results. This article presents the inaugural three-tier model for the development of regenerative rural tourism in Ukraine. At the ecological level, the model proposes involving tourists in authentic landscape restoration activities, ranging from regenerative farming practices to establishing local micro-reserves. At the social level, tourism is transformed into a tool for collective healing and community building through shared creative activities and therapeutic programmes. At an economic level, the model focuses on establishing autonomous local systems, such as co-operatives and joint craft brands ("Made in Village N"), as well as creating stable, non-seasonal jobs. The main conclusion is that this approach fosters resilience. This enables a village to not only survive shock, but also to emerge stronger, using former damage as the foundation for new, fundamental development.

DEVELOPING A VISION FOR DIGITAL COMMUNITIES: LESSONS FROM EU PRACTICES

2026-04-14T12:09:33+00:00

The accelerated digital transformation of society, coupled with the growing prominence of information technologies in governance, has elevated the development of digital communities to a subject of paramount importance in both academic research and public policy discourse. Digital communities have the capacity to enhance social cohesion, improve citizen engagement, and facilitate efficient delivery of public services, particularly in transitional economies such as Ukraine. The objective of this study is to formulate a vision for digital communities in Ukraine by conducting a comparative analysis of existing practices in European Union (EU) countries. The research will examine digital community models, citizen participation mechanisms, and public governance strategies in selected EU states. The present study employs a comparative and theoretical approach, drawing upon extant literature on digital governance, smart communities, and sustainable development. The methodological approach encompasses the systematisation and analysis of policy documents, the employment of case study comparison, and the synthesis of international best practices. The theoretical framework underpinning this study is predicated on the principles of citizen-centred governance, socio-technical systems theory, and the concept of sustainable digital transformation. The findings of the research demonstrate that successful digital communities require a combination of robust digital infrastructure, user-oriented e-services, and mechanisms for active citizen participation. The integration of open data platforms, smart technology solutions, and green economy principles into local governance, as exemplified by the practices of the EU, has been demonstrated to yield substantial benefits. For Ukraine, the adaptation of these approaches has the potential to support inclusive digital transformation, strengthen community resilience, and reduce digital inequality. Moreover, the findings emphasise the necessity of aligning technological innovations with social and environmental priorities to achieve sustainable development outcomes. The practical significance of this study lies in its provision of evidence-based recommendations for policymakers, local authorities, and civil society organisations engaged in digital governance. The implementation of a structured vision for digital communities in Ukraine has the potential to foster effective citizen engagement, enhance the efficiency of public services, and accelerate integration into the European digital ecosystem. The study makes a theoretical contribution to the understanding of digital community formation, whilst also offering practical guidance for the promotion of sustainable, inclusive, and technologically advanced local governance.

PUBLIC POLICY OF SOCIAL INTEGRATION AS A FACTOR IN SOCIETY’S ADAPTATION TO THE GREEN AND DIGITAL ECONOMY

2026-04-14T12:09:33+00:00

The rapid transformation of the Ukrainian economy due to digitalisation and the transition to a green economy has created new challenges and opportunities for social integration. This study examines public policy mechanisms that support social integration, which is a critical factor in helping society adapt to these transformative economic conditions. This study examines the process of social integration in Ukraine through the lens of digital and green economic development. Particular attention is given to vulnerable social groups, including internally displaced persons, rural populations, and the elderly. The study emphasises the interconnectedness of technological advancement, environmental sustainability, and social cohesion, and highlights the role of public policy in mediating these dynamics. This study employs a multidisciplinary methodology that combines several analytical approaches. A systematic, structural-functional analysis was used to examine the social processes underlying integration, and a comparative analysis was used to evaluate national and international practices for promoting social inclusion. Additionally, a content analysis of legal frameworks, policy documents and scientific literature was conducted to evaluate the effectiveness of existing mechanisms. This methodological approach provides a thorough understanding of how digitalisation, green economic initiatives and social integration policies interact with each other. The study aims to identify effective public policy mechanisms that facilitate social integration and enhance Ukrainian society's adaptability to digital and green economic transformations. To this end, the study will address the following research objectives: analysing theoretical frameworks of social integration; identifying the challenges and opportunities of integrating citizens into digital and green economic activities; examining existing public policy mechanisms in Ukraine; and formulating recommendations to improve the effectiveness of these policies. The results of the research demonstrate that social integration is a multidimensional process combining social, economic, technological and environmental aspects. While digitalisation provides opportunities for access to education, employment, and public services, it also risks exacerbating inequalities among different social groups. At the same time, the green economy promotes sustainable development, environmental responsibility and social equity, highlighting the importance of inclusive policies to ensure equal participation in emerging economic sectors. Effective public policy mechanisms include legal regulations, economic incentives, educational programmes and community initiatives, which collectively enhance society's capacity to adapt to structural economic transformations. The study emphasises the importance of providing targeted support to vulnerable groups and establishing mechanisms that promote equitable access to digital and green resources. In conclusion, the research confirms that integrating digital and green economic strategies into public policy is essential for achieving social cohesion and sustainable development. Further studies should focus on developing monitoring tools, evaluation metrics and practical frameworks to enhance social integration, particularly for vulnerable populations. These studies should also aim to strengthen the synergy between technological innovation, environmental sustainability and social policy.

THE “BUILD-TO-RENT” MODEL: A NEW TOOL IN SOLVING THE HOUSING CRISIS

2026-04-14T12:09:33+00:00

The present study sets out to explore the housing affordability crisis in the United States. The crisis has been caused by a number of factors, including the decline in wages and average income, the increase in rental costs, and the problem of "distorted" demand due to the displacement of middle- and low-income households by high-income households. The study recommends the search for new tools to solve the crisis. The article examines the Build-to-Rent (BTR) model, which gained popularity in response to the housing crisis and the increase in the cost of purchasing new homes in the United States after the 2008 financial crisis. The "Build-to-Rent" model has emerged as a response to the prevailing challenges in the housing market and the increasing focus on the private rental sector. The utilisation of the model confers a number of advantages for tenants, developers and investors, thereby resolving the issue of housing affordability for affluent tenants and families seeking quality affordable rental housing. The expansion of the BTR subsector in the United States during 2019-2024, as evidenced by the surge in the number of suitable house types, underscores the pivotal role of the model in addressing the nation's housing crisis. The primary benefits for tenants include the reduced cost of rent in comparison to mortgage payments, which are increasing due to rising mortgage rates. Moreover, rental houses offer a number of additional advantages. These include well-developed infrastructure and a strategic location in areas where housing costs are highest. This, in turn, ensures a greater degree of security of residence. Institutional investors are presented with the opportunity to acquire guaranteed, stable income from rent. Concurrently, the primary disadvantages and risks associated with the implementation of the novel instrument pertain to the financial, regulatory and social constraints that emerge as a consequence of the relatively recent practice of employing the BTR model.

EFFECTIVENESS OF NICHE STRATEGIES UNDER DUMPING CONDITIONS: THE CASE OF FREIGHT TRANSPORTATION

2026-04-14T12:09:32+00:00

This article analyses the effectiveness of non-mass (niche) strategies in freight transportation, examining their potential as a tool to counter dumping and ensure the competitiveness of small and medium-sized enterprises (SMEs). The study aims to evaluate the potential of niche, client-oriented approaches in creating a distinctive value proposition that enables companies to avoid price competition and remain resilient in the face of market conditions. The research employs a comparative analysis of mass and non-mass strategies, as well as an empirical examination of case studies from companies that use specialised logistics models. Key performance indicators such as profitability margin, customer loyalty and operational resilience have been evaluated. The results show that non-mass strategies, such as geographic specialisation, service differentiation, personalised pricing and integration into clients' business processes, provide higher profit margins than mass models, which depend on the scale of operations. The study also demonstrates that operational flexibility enables businesses to adapt to market shocks, such as fluctuations in fuel prices or seasonal variations in demand. A practical analysis of case studies confirms that companies focusing on niche market segments can maintain profitability, even during periods of intense price competition. The research's practical value lies in offering strategic recommendations to small and medium freight operators, with the aim of reducing their dependence on price-based competition and increasing business sustainability. The proposed strategic matrix can be used to select the optimal positioning model according to the scale of operations and level of specialisation. The study's scientific novelty lies in the systematisation of principles for applying non-mass strategies in freight transport under dumping conditions, the development of a strategic positioning matrix that considers scale, specialisation and integration with client processes, and the proof of its effectiveness through real-world case analysis, which highlights the advantages of client-oriented approaches.

ECONOMIC ANALYSIS IN THE SYSTEM OF FINANCIAL STABILITY MANAGEMENT OF ENTERPRISES IN THE PRIMARY SECTOR OF THE ECONOMY ENGAGED IN THE PRODUCTION OF FOOD AND RAW MATERIALS

2026-04-14T12:09:32+00:00

The objective of this study is to ascertain the function of economic analysis in the management of financial stability within enterprises. To this end, the study will seek to synthesise theoretical and methodological approaches to the establishment of a financial stability management system for enterprises in the primary sector of the economy engaged in the production of food and raw materials in Ukraine, utilising official statistics from 2015 to 2024. Methodology. The research methodology is founded upon systematic, comprehensive, and risk-oriented approaches, with consideration for the industry-specific nature of the primary sector of the economy in relation to the production of food and raw materials. A thorough investigation was conducted on the primary indicators of financial stability for enterprises in this sector from 2015 to 2024. The investigation utilised data disseminated on the official website of the State Statistics Service of Ukraine. Concurrently, economic analysis is regarded as an integrated management instrument that facilitates the identification of financial threats and the formulation of management decisions aimed at preserving and strengthening financial stability. The findings of the study demonstrated that the financial stability management system for primary sector enterprises producing food and raw materials integrates information support, procedures, methods, and tools of economic analysis with the objective of evaluating the financial stability of enterprises, considering their industry-specific characteristics, and facilitating effective decision-making to preserve and fortify financial stability and the capacity of economic entities to finance their operations in conditions of environmental volatility and heightened risks. The primary sector of the economy, which comprises enterprises engaged in the production of food and raw materials, experienced significant fluctuations in its financial stability indicators between 2015 and 2024. It has been established that since the end of 2019, enterprises in the sector have been financially autonomous and have sufficient own resources to finance their current activities. However, in 2022-2024, the turnover of equity capital and net profit per 1 UAH of equity capital decreased. Practical implications. The practical significance of the results obtained lies in their focus on further searching for ways to maintain and strengthen the financial stability of enterprises in the primary sector of the economy engaged in the production of food and raw materials. This includes improving the system of financial stability management of such enterprises and making informed decisions. Value / Originality. The results of the study provide a foundation for enhancing the financial stability management system of primary sector enterprises engaged in the production of food and raw materials. Furthermore, the study proposes methodologies for conducting economic analysis of key financial stability indicators in conditions of environmental instability and heightened risks.

MODELING THE RELATIONSHIPS BETWEEN GROWTH FACTORS AND CONSTRAINTS ON THE DEVELOPMENT OF THE CREATIVE ECONOMY IN GERMANY, FRANCE, SPAIN, AND POLAND

2026-04-14T12:09:32+00:00

In the context of global turbulence, the creative economy is emerging as a pivotal asset in the pursuit of national competitiveness and territorial resilience. Concurrently, the evolution of the creative economy is inextricably linked to the prevailing digital and "green" agendas. The integration of the creative sector into the digital economy and its contribution to the achievement of the Sustainable Development Goals (SDGs) require fundamentally new methodological approaches, thereby fostering the formation of a scientific basis for building a new paradigm of sustainable regional development in post-crisis and crisis periods. In this context, the need for a quantitative assessment of the correlation between external constraints (barriers) and internal growth factors becomes a priority task for the design of effective anti-crisis strategies. The aim of such strategies is to ensure the viability of regional development under conditions of turbulence. The purpose of this article is to provide a quantitative assessment and modelling of the interdependencies between growth factors and constraints on the development of the creative economy in Germany, France, Spain and Poland. The methodological framework of the study is based on comparable national statistical data for the period 2017–2024, obtained from the Eurostat database. The composite Creative Economy Development Index (CEDI) is employed as the dependent variable, constructed on the basis of indicators of employment in cultural sectors, the number of creative industry enterprises, and the volume of value added. The study employs a range of economic, innovation, digital, and socio-demographic factors as explanatory variables. These include gross domestic product, expenditure on research and development, indicators of digital accessibility, and the level of educational attainment of the population. The research employs a range of analytical techniques, including correlation analysis, factor analysis and multiple regression, enabling the consistent identification of relationships, their structuring into latent dimensions, and the assessment of the direction and strength of their influence. The findings of the study indicated that the factors propelling the growth of the creative economy concomitantly engender its constraints, thereby elucidating the variations in the developmental trajectories of the creative economy across countries adhering to disparate models. The findings demonstrate that the creative economy in Europe does not develop in accordance with the principle of "more technologies – more creativity". Instead, it follows the logic of a structural balance between the economic and innovation base, the digital environment, and human capital. The practical significance of the study lies in the possibility of using the obtained results in the development not only of creative industry development strategies aimed at the integrated advancement of the economic and innovation base, digital infrastructure, and human capital, but also of broader regional development strategies. The scientific novelty of the article lies in the empirical substantiation of stable interdependencies between growth factors and constraints on the development of the creative economy in countries with different socio-economic models. This expands theoretical understanding of the mechanisms underlying the functioning of the creative economy in the European space.

WASTE MANAGEMENT IN THE FLORAL INDUSTRY: POSSIBILITIES OF PROCESSING FLORAL RESIDUES INTO COMPOST

2026-04-14T12:09:31+00:00

The purpose of the present paper is to assess the economic and environmental viability of composting floral residues within the flower industry as a pragmatic waste management solution. The present study focuses on the transformation of organic floral waste into a value-added product and examines its implications for cost reduction, local market development, and environmental stabilisation. Methodology. The research employs a comparative analytical approach grounded in empirical data from flower markets, horticultural enterprises, and local communities. Quantitative indicators of waste generation, disposal costs, compost output, and economic returns are analysed. The evaluation of environmental effects is conducted through the analysis of changes in landfill load, soil quality parameters, and indirect pressure on water bodies. The estimation of medium-term trends up to the year 2030 is facilitated by the utilisation of forecast calculations. Results. The findings indicate that composting has a significant impact on reducing expenses related to waste disposal and decreasing dependence on landfill infrastructure. The production of compost has been demonstrated to generate additional revenue streams and to support partial substitution of mineral fertilisers. The analysis further demonstrates positive effects on local employment and small business activity, especially in regions with concentrated flower trade. Practical implications. The results of the study can be applied by businesses and municipalities in order to create economically viable composting schemes, improve resource efficiency, and support local circular economy initiatives. Value / Originality. The present study integrates economic and environmental perspectives and provides applied evidence on the use of composting as a scalable and locally adaptable model for the flower industry.

THE ECONOMICS OF DIGITAL ADVERTISING: HOW BUSINESS PROFITABILITY CHANGES WHEN ADVERTISING SCALES

2026-04-14T12:09:31+00:00

Purpose of the article. The article considers key issues of digital advertising effectiveness, including the relationship between costs and profitability in the process of scaling advertising campaigns. The research methodology is comprised of a systematic method, comparative analysis, and theoretical methods (analytical-synthetic, classification, systematisation, and generalisation). Results. The article considers contemporary trends in the development of digital advertising in the context of scaling. The present study analyses the relationship between a decrease in ROAS (return on advertising costs), an increase in costs and an increase in net profit. It was determined that a decline in return on advertising spend (ROAS) when scaling advertising campaigns is a common occurrence. This is due to the fact that the efficacy of the campaign may be diminished due to market saturation and the necessity to expand the target audience. While attracting users who are less knowledgeable about the product or brand may be more costly, it is nevertheless essential in the context of scaling advertising campaigns. It has been demonstrated that an increase in advertising costs does not necessarily result in a proportional increase in profit from these advertising campaigns. The necessity for informed management decisions to optimise digital advertising is well-documented, and this process involves conducting campaign audits to identify new opportunities, personalising advertising communications and using A/B testing to determine the most effective combinations, and personalising advertising to find new target audience segments. Practical implications. The study demonstrates that scaling digital advertising is a pivotal stage for any business if costs are optimised to maintain a high level of profitability. Value/Originality. The article proposes an innovative approach to the effectiveness of advertising in terms of scaling, which takes into account the expansion of campaigns to new audience segments, the expansion of advertising channels and strategies, the modelling and forecasting of ROI (return on investment) and ROAS for each stage of scaling in order to predict a possible decrease in effectiveness and adjust the strategy over time. It also focuses on the value of the product for the client.

THE IMPORTANCE OF GRAPHIC DESIGN AND THE AMAZON MARKETPLACE

2026-04-14T12:09:31+00:00

This article explores the role of graphic design in e-commerce, using a marketplace as an example. Amazon. The article aims to analyse the importance of graphic packaging design as a strategic tool for establishing brand identity and enhancing sales efficiency within the marketplace. Amazon. General scientific methods of cognition were employed in the scientific research: analysis, synthesis, generalisation, systematisation, induction and deduction. The results of the study show that, in the absence of physical contact between the buyer and the product, packaging on the marketplace Amazon performs a key function of visual communication. It was concluded that packaging design creates the initial product impression, influences consumers' perceptions of quality, and fosters emotional connections with target audiences. The study also examined conceptual approaches to creating effective graphic design, including the AIDA model, Gestalt principles, colour theory and the Golden Concept Circle Simon Sinek. The necessity of contemplating both aesthetic and technical dimensions is emphasised: namely, high image resolution, accuracy of visual representation of the product, adaptability to mobile devices, and compliance with the requirements of the Amazon platform. It has been demonstrated that adherence to these conditions is conducive to achieving high conversion rates, a reduction in the number of returns, and an enhancement in the overall user experience. It is concluded that graphic packaging design should be considered as a strategic asset of the brand, which directly affects its market value, competitiveness and financial results. In the context of digital commerce, packaging design fulfils the function of a visual "bridge" between the manufacturer and the consumer, which is of critical importance for sustainable business development in the conditions of fierce competition in the e-commerce environment. The practical significance of the study lies in the possibility of applying the conclusions obtained to optimise the packaging design of products on marketplaces in order to increase their commercial efficiency.

THE THEORETICAL FOUNDATIONS OF THE NATIONAL ECONOMY DIGITALIZATION

2026-04-14T12:09:30+00:00

Purpose of the article The purpose of this study is to develop and theoretically substantiate a comprehensive mechanism for the digitalization of the national economy that integrates key scientific approaches and modern technological drivers to ensure stable economic growth and social adaptability under conditions of martial law and subsequent post-war recovery. The author aims to systematize the economic effects of implementing digital technologies and to demonstrate the priority of the institutional approach as a foundation for forming the state's digital resilience during periods of extreme uncertainty. Research methodology The methodological framework of the study is based on a systemic analysis of the evolution of scientific thought in the field of digital transformations. The work utilizes a comparative analysis of major theoretical schools: the theory of the information society and network logic (M. Castells), the concept of Industry 4.0 (K. Schwab), institutional theory (E. Brynjolfsson), the platform economy paradigm (M. Cusumano), and the theory of digital capital (N. Srnicek). To visualize and structure the interconnections between theories and technologies, the method of graphical modeling (Fig. 1) and a tabular method of data systematization were applied. Particular attention is paid to adapting global theoretical developments to the specific conditions of Ukraine, taking into account the factors of military aggression. Results As a result of the study, a multi-level digitalization mechanism (macro-, meso-, and micro-levels) was developed, functioning as an adaptive ecosystem. It is proven that under wartime conditions, the institutional approach becomes dominant, as it allows for the realization of the "state as a service" (GovTech) concept and ensures the survival of state institutions through the migration of registries to the "cloud". It is established that network structures are more resilient to targeted strikes compared to hierarchical ones, as they enable businesses to promptly restore logistics chains through horizontal linkages. A correlation is established between specific technological drivers (AI, Blockchain, IoT, Big Data, Cloud Computing) and the corresponding theoretical schools, ensuring the practical implementation of scientific concepts. Practical implications The practical significance of the research lies in the possibility of applying the proposed mechanism to optimize public administration and support the real sector of the economy during crises. The implementation of digital monitoring tools based on blockchain and Big Data ensures transparency in the distribution of international aid and reconstruction funding, which is critical for budget replenishment. The work substantiates the effectiveness of using digital platforms (such as "Diia") for the rapid disbursement of aid to IDPs and the registration of damaged property. In the agro-industrial complex, the use of Industry 4.0 drivers (drones, satellites) allows for resource savings of up to 20–30%, directly impacting national security. Value/Originality The scientific novelty of the work lies in the development of a non-linear digitalization mechanism where, according to the principle of element interchangeability, the weakness of one driver (e.g., technical connectivity) is compensated by a high level of digital capital (the qualification of specialists). For the first time, the digitalization of the national economy is interpreted not as a "convenience bonus" but as a fundamental "technology of survival" under martial law. The proposed integration of theoretical approaches into a single system creates a solid foundation for long-term strategic planning and countering global and regional crises.

INFLUENCE OF REGIONAL FEATURES ON ECONOMIC DEVELOPMENT IN ALTERNATIVE ENERGY IN UKRAINE

2026-04-14T12:09:30+00:00

Trends in the development of the energy sector determine the dynamics of pricing policy in the energy market, the level of socio-economic stability and investment attractiveness of both the country as a whole and its individual regions. The study is devoted to the study of regional features of the potential of alternative energy in Ukraine and their impact on economic development. The methodological basis of the article is formed by a number of general theoretical principles, techniques and interdisciplinary methods of scientific research. The article considers the main regional aspects of the impact of the development of renewable energy sources on the socio-economic state of communities: decentralization of energy supply and growth of energy independence, creation of new jobs in the regions and stimulation of local business development, attraction of investments, improvement of environmental safety indicators and decarbonization. Potential challenges for regional economic development caused by the destruction of energy infrastructure during a full-scale war are noted, as well as other problematic aspects, including the need to modernize and expand electricity networks, large losses in electricity networks, problems with resource supply that may limit the development of certain types of alternative energy (for example, bioenergy). The study substantiates the need for the transfer of new technologies and the promotion of "green" initiatives within regional economic development strategies. The main regional advantages and limitations of energy production from various types of renewable energy sources (solar, wind, hydro- and bioenergy, tidal, geothermal energy) are highlighted. Optimization measures are proposed, including diversification of supplies, modernization of the energy system, and updating of legislation. It has been proven that stimulating the regional development of alternative energy in Ukraine will accelerate the overall economic growth of the state, promote investment, stimulate further regional decentralization of energy supply and the introduction of climate-neutral energy capacities.