Semantic approach to food marketing: the influence of sustainable development narratives on the Ukrainian market

Abstract

Purpose. The purpose of the study is to evaluate the application of the semantic approach in food marketing by establishing the impact of narratives of sustainable development on the promotion of agricultural products on the market of Ukraine.

Methodology / approach. The study of how the analysed visual-semantic patterns are combined with consumer expectations regarding product quality, taste, attractiveness (desire to purchase), status, impact on the environment and local communities was conducted on the basis of a survey of consumers of retail chains (Silpo, ATB and MIDA) in Mykolaiv (Ukraine).

Results. The obtained results of the survey made it possible to confirm the research hypotheses and obtain answers to several research questions. The results of the study demonstrate that modern social narratives are reflected in the marketing of food products through consumers’ perception of various elements of the product’s image through visual-semantic patterns. The significance of the influence of narratives of sustainable development on the promotion of agricultural products on the market of Ukraine has been confirmed. The results of the study prove that the presence of the prefix “ECO” in the name of the product is an important factor, as this element can significantly influence the perception of the product as ecological, natural and responsible. It is noted that producers’ consideration of sustainable development narratives will not only help increase sales, but will also form a positive brand image focused on sustainability, quality and social responsibility.

Originality / scientific novelty. Special attention of this research is paid to the influence of visual-semantic patterns on the formation of a positive image of the product among consumers who are under the influence of narratives of sustainable development. The study for the first time confirms the importance of this element in the perception of environmental friendliness, naturalness and responsibility of the product on the market of Ukraine. In addition, the work proves that producers’ consideration of sustainability narratives has the potential not only to increase sales, but also to create a sustainable brand that meets consumer expectations for quality, social responsibility, and environmental safety.

Practical value / implications. The practical value of this study lies in its applicability to enhancing marketing strategies in the agricultural sector by aligning them with contemporary narratives of sustainable development. The findings can be effectively utilised by producers, marketing agencies, and regional development organisations to optimise branding and promotion strategies for food products. Specifically, the study highlights the importance of incorporating eco-friendly elements, such as the prefix “ECO” in product names, and leveraging language-specific visual-semantic patterns to align with consumer expectations. These insights can be used in developing targeted marketing campaigns that resonate with diverse consumer demographics, foster greater trust in product quality, and stimulate purchase intent.