This research is devoted to the determinants of green branding in the agro-sphere. The existence of competition between regular and green brands in the agricultural sector has necessitated the determination of the degree of influence of green branding on the formation of consumer loyalty in order to understand the effectiveness and feasibility of such practices among agricultural producers. Previous research in the study of green branding has not focused on the factors studied influencing the level of consumption of organic products or the factors influencing the size of the price premium for green brands. In this study, the influence of green branding on the loyalty of consumers of the eco-market was determined on the basis of a comparison of integrated indicators of satisfaction and importance of the regular brand and green brands by an expert survey of 250 respondents in five supermarkets in Kyiv (Ukraine). In the example comparing the coefficients of consumer loyalty of eggs of the eco-brand and the regular brand, it was found that the rate of consumer loyalty to the eco-brand exceeded the rate of consumer loyalty to the regular brand by 3%. It was established that the size of the price premium of a green brand is determined by such factors as consumer loyalty, availability of organic certificates, costs of green advertising, additional cost of organic products, average profitability of the industry, and average income of consumers. Based on cluster and discriminant analysis, green brands were divided into three levels of price premium: “high”, “medium”, and “low.” Discriminant equations for each cluster according to the level of price premium were constructed. Such equations make it possible to assign a new object of analysis (a new brand) to a certain classificational price category. The current study proves the feasibility and economic and statistical validity of the impact of green branding on consumer loyalty in the agricultural sector. The study has significant implications for brand management by providing empirical evidence that can improve brand managers’ strategic decisions in determining the level of price premium.

The bioeconomic transition is not always seen as sustainable and environmentally friendly. In particular, it may contribute to increased global inequality, affect economic and social stability, and increase dependence on innovative biotechnologies that may be unaffordable for many countries. These issues are causing considerable controversy in the scientific community and require rethinking the balance between technology, ecology, and social justice. The motivation for this study was the need to provide a critical analysis of modern scientific production in order to find systematic evidence in the debate of the scientific community on bioeconomy. Therefore, we conducted a bibliometric analysis of scientific publications from 2013 to 2023 from the Scopus database and identified scientific trajectories that contribute to the elimination of contradictions and debates around rethinking the balance of technological and environmental friendliness in the bioeconomic concept. The analysis of the publications has shown that the bioeconomy is actively integrated with the concepts of green and circular economies, but its impact on sustainability remains controversial. In particular, bioeconomic approaches can lead to environmental and social problems, such as depletion of bioresources and unequal access to biotechnology. Accordingly, four pillars of the alternative bioeconomy have been identified that can contribute to a more balanced development of this area.

In the post-war reconstruction of Ukraine, agricultural universities will provide the state with specialists capable of implementing the seamless integration of “green” benchmarks. The full-scale war has not only threatened the sustainable operation of all spheres of higher education institutions but also forced them to look for new ways of adaptation and development. This study aims to assess the readiness of higher education institutions in the agrarian sector to meet the personnel needs of the state in the medium-term of post-war reconstruction. The paper used a group of parameters with specific indicators: education (change in the number of graduates at the Bachelor’s and Master’s educational levels, the ratio of publicly-funded and fee-based education seekers, changes in the average entrance score), science (change in the number of articles published in Scopus and the corresponding h-index, the number of Erasmus grants received, the amount of budget funding for science), recognition (academic ranking of higher education institutions by the Webometrics and Top-200 Ratings), and financing (estimated amounts of funding from the general and special fund, and their ratio). The study offers a unique approach to calculating the Integrated Sustainability Index of higher education institutions. This index clearly illustrates how efficiently 15 agricultural higher education institutions have adapted to wartime transformations. For example, Sumy National Agrarian University and Lviv National Natural Resource Management University have this index exceeding 30%. The study draws attention to the problematic areas of university activity during the war and suggests extending the valuable experience of Sumy National Agrarian University. AcknowledgmentThe authors are grateful to the Armed Forces of Ukraine, who are liberating the territory of Ukraine at the cost of their own lives, as well as to Ukrainian farmers, who, despite the war, are doing everything possible to prevent a food crisis in the world.This study is co-funded by the European Union through the European Education and Culture Executive Agency (EACEA) within the project “Europeanisation of Doctoral Studies in Line with the Innovative Doctoral Training Principles in Europe: Towards a Common Future” 101083493 - EDOCS - ERASMUS-JMO-2022-HEI-TCH-RSCH https://edocs.snau.edu.ua/en/

Introduction: The realities of our country today require Ukraine to shift the strategic benchmarks to the development zone and to support a favorable socio-economic environment for the implementation of the labor potential of vulnerable segments of the population, in particular demobilized participants from the combat zone. The labor potential of this category of the population can be effectively realized only under the condition of proper state support and socio-economic assistance. Moreover, promoting the development of small and medium enterprises among this category of people can become a powerful tool not only for social adaptation to peaceful life, but also to produce economic and social effects both at the level of our state and abroad. Hypothesis of scientific research. It is anticipated that the symbiosis of a two-factor combination of social innovation in entrepreneurship and education will allow developing an effective tool for the adaptation of socially unprotected segments of the population, including troops demobilized from the ATO zone, based on the diagnosis of requests and needs of integrators (forced migrants, combatants, combatants' families). The purpose of the article is to develop the theoretical framework for substantiating the effective algorithm of adaptation of servicemen demobilized from the ATO zone on the basis of a synergistic combination of social innovation in entrepreneurship and education. Methods of research: method of expert survey – for diagnostics of requests and needs of integrators (forced migrants, combatants, families of combatants); the method of system analysis and logical generalization – to substantiate and determine the role of symbiosis of social innovations in entrepreneurship and education for demobilized from the ATO zone; the method of critical thinking – to distinguish the prerequisites for the development and prospects of implementing social innovations in the field of entrepreneurship and education; GET TEST method for assembling business profiles; cluster analysis – for the distribution of future entrepreneurs by the level of development of entrepreneurial characteristics. Results: the experience of the international community regarding the implementation of the support system for servicemen demobilized from the ATO zone on the basis of social innovations has been analyzed; the role of the symbiosis of social innovations in the field of entrepreneurship and education for the development of their own business is determined; the results of diagnostics of requests and needs of integrators are presented, and based on their basis an algorithm of adaptation of servicemen demobilized from the ATO zone on the basis of a synergistic combination of social innovation in entrepreneurship and education is developed. Conclusions: the development of theoretical positions on the substantiation of the effective algorithm of adaptation of servicemen demobilized from the ATO zone on the basis of a synergistic combination of social innovation in entrepreneurship and education provided an opportunity to comprehensively approach the solution of the urgent issue of promoting the development of small and medium entrepreneurship among servicemen demobilized from the ATO zone.

This study explores the marketing potential of artisanal agri-food products in Ukraine by examining their structural, regional, and consumer dimensions. Amid growing interest in sustainable and locally rooted food systems, the research addresses how artisanal production can evolve from informal crafts to market-recognized value. This study is based on an analysis of official statistical data and an analysis of registered artisanal food producers in specific areas in Ukraine. It emphasizes the role of household-based agriculture in securing raw materials, the impact of cultural–tourism infrastructure on product visibility, and the benefits of self-sufficiency in raw material sourcing for product differentiation. The findings reveal that regions with stronger household production and cultural engagement demonstrate higher activity in the artisanal food sector. This study concludes that artisanal food production offers a viable pathway for regional development, rural resilience, and the strengthening of local food identity.