# 79 423-428 View full article

УДК 339.138:004:502.131.1

DOI: https://doi.org/10.36887/2415-8453-2026-2-79

Levchenko Dmytro,
Lecturer at the Department of Marketing,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0009-0006-7686-4317

JEL classification: M31, O33, Q56

The article examines the theoretical and methodological foundations for developing a digital toolkit for sustainable marketing in the context of the economy’s digital transformation and the growing requirements for businesses’ environmental, social, and governance responsibilities. It is substantiated that the contemporary development of marketing activities is characterized by a transition from traditional approaches to managing market interactions toward integrated models that combine the principles of sustainable development with the capabilities of digital technologies. The role of digital transformation in enhancing the effectiveness of marketing communications, expanding stakeholder engagement, and reducing the resource intensity of marketing processes is identified. Scientific approaches to developing a digital toolkit for sustainable marketing are generalized, and their relationship to the concepts of ESG, the circular economy, responsible consumption, and shared value creation is established. The conceptual-theoretical, system-structural, value-driven, innovation-technological, and process approaches to developing the digital toolkit for sustainable marketing are systematized. The specific features of applying digital technologies, including Big Data, artificial intelligence, CRM systems, marketing automation, blockchain, AR/VR, and the Internet of Things, to ensure transparency, personalize communication, and improve the effectiveness of marketing decisions are determined. A hybrid model for building the digital toolkit of sustainable marketing is proposed, integrating the Digital Marketing Mix 6P concept, the SMART+ESG KPI system, and stakeholder feedback mechanisms. It is evident that the combination of these elements ensures alignment of the enterprise’s economic, environmental, and social objectives, enhances the adaptability of the marketing system, and creates conditions for the continuous improvement of managerial decision-making. It has been shown that the effectiveness of the digital toolkit for sustainable marketing is determined by the degree of integration of ESG metrics into the marketing KPI system and by using digital analytics platforms to monitor enterprises’ economic, social, and environmental performance.

Keywords: sustainable marketing; digital marketing; digital toolkit; ESG; digital transformation; customer-oriented marketing; Digital Marketing Mix 6P; marketing KPIs; Big Data; artificial intelligence.

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The article was received 31.05.2026

Quote article, APA style

Levchenko D. 31.05.2026. Digital toolkit of sustainable marketing: conceptual foundations and methodology of construction. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 423-428 pp. https://doi.org/10.36887/2415-8453-2026-2-79

Quote article, MLA style

Levchenko D. Digital toolkit of sustainable marketing: conceptual foundations and methodology of construction. Ukrainian Journal of Applied Economics and Technology. 31.05.2026. https://doi.org/10.36887/2415-8453-2026-2-79