Iryna Reshetnikova’s research while affiliated with State University "Kyiv Aviation Institute" and other places

The purpose of this study is to generalize the existing theoretical approaches to the organization of the RPS deposit system and analyse the successful experience of their implementation in Slovakia with the aim of spreading them in Ukrainian realities. For decades, the management of food and beverage packaging waste has been a significant concern, closely tied to the circular economy and sustainable development. Effective waste collection systems are crucial for these goals, and they have garnered support from both global governments and leading companies. In Ukraine, the issue has become particularly pressing due to ongoing military conflict, with a large portion of the country both occupied and overwhelmed by waste. The lack of modern waste processing facilities exacerbates this problem, which Ukraine must address as it seeks EU membership. The European Union has long established legislation, such as Directive 94/62/EU, to regulate packaging waste, encouraging preventive measures and the reuse of packaging. Successful models from EU countries, such as Slovakia’s deposit system for bottles and cans, offer practical solutions that could be adapted to Ukraine’s context. The study employed methods of analysis, synthesis, and content analysis to explore DRS models across Europe and used panel regression analysis in R software to examine factors influencing municipal waste recycling in Slovakia. The research tested two hypotheses: one linking the volume of municipal waste processing to population income levels in Slovakia and another suggesting that the Slovak deposit return system (DRS) model could be optimal for Ukraine because of similarities in consumer behavior and market conditions. The results confirm that higher income levels are associated with lower municipal waste production, reflecting the influence of lifestyle and consumer behavior. In Slovakia, material incentives and the cost of deposit packaging are crucial motivators for waste collection, especially given the relatively lower incomes than those of other European countries. The research highlights that collecting used beverage packaging is crucial for managing household waste and supporting a circular economy. Deposit return systems (DRSs) have proven effective in many EU countries and are gaining popularity. The Slovak DRS model, involving the widespread use of vending machines in retail stores and balanced incentives across the beverage supply chain, is effective and could serve as a model for Ukraine, as it aligns its systems with EU standards.

Purpose The purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia’s aggression against Ukraine on February 24, 2022. Design/methodology/approach The main research methods include a systematic literature review and the authors' own surveys conducted in November 2022. The research sample comprised 950 consumers – 67% of them were Poles, 30% – Ukrainians and 3% from other countries. Findings A respondents' country (Poland and Ukraine) does not impact attitudes to brands offered on the Russian market after Russia's invasion of Ukraine on February 24, 2022. Moreover, it does not affect and differentiate emotional engagement in the conflict and assistance to war victims. Cluster analysis resulted in identifying two groups on the basis of consumers' declared emotional reactions to the war. The first group was smaller ( N = 353, 37.2%), referred to as “indifferent consumers”, and was characterized by a greater inclination to purchase brands offered in Russia. The other cluster, referred to as “sensitive consumers” ( N = 597, 62.8%), comprises those engaged in offering assistance to war victims, showing strong emotions in connection with the aggression and military activities and characterized by a clearly negative attitude to Russian and other offered brands and an inclination to boycott these brands. Research limitations/implications A short time horizon, the study confined to two countries, difficulties in reaching Ukrainian respondents due to power failures in Ukraine in the period of conducting the survey (November 2022), a non-representative research sample – overrepresentation of people aged 18–25 years. Practical implications The research study contributes to the knowledge about consumer brand attitudes and preferences under unique social, economic and market conditions. These conditions were created by Russia's invasion of Ukraine in 2022, as well as the international and global character of the war in Ukraine. The significant implications of the study refer to brand communication policies and companies' CSR-related declarations. A number of consumers' errors were recorded, resulting from wrong brand retrieval, which were rectified at a later stage as a result of international restrictions imposed on Russia, harsh media criticism and social international embargoes imposed on brands offered in Russia. The marketing communication of contemporary global brands should give consideration to the informative function of CSR activities, and the communication process should be continuous. Critical attitudes and an inclination to boycott brands point to the possible consequences faced by inconsistent and ethically doubtful brand policies. This implication is clearly confirmed by the results of the study. Social implications The authors also wish to highlight the implications for practice and society. As mentioned earlier, Polish consumers involved in providing aid to victims of the war also expressed their opposition to the war by boycotting Russian products and international brands remaining in Russia. Popularization of the research results obtained by the authors can be a form of sensitizing the public to the need for long-term relief, awakening global awareness of the essence and importance of sanctions imposed on Russia, as well as the possibility of expressing opposition through individual purchasing decisions and boycotting brands still present in Russia. Originality/value The study allowed for identifying consumers' differentiated brand attitudes in two countries: a country inflicted by war (Ukraine) and a front-line country, strongly supporting Ukraine (Poland). The research contributes to consumer behavior theories and studies of consumer attitudes and preferences from the perspective of international corporations' CSR activities under the unique conditions of war. Also, it contributes to the knowledge of the mechanism of forming attitudes to Russian and international brands offered in Russia among CEE consumers.

The war in Ukraine became a test for many foreign companies from the point of view of implementing the principles of corporate social responsibility, which they had previously declared. This especially affected international businesses, including Polish companies, that actively worked on the Russian and Ukrainian markets, whose economic interests for many years related to cooperation with Russian partners and the sale of Russian goods on the market of Ukraine. This article is devoted to the issue of corporate social responsibility of businesses in the context of Russian military aggression in Ukraine. The main objective of the presented paper was to identify and clarify the role of corporate social responsibility and business attitudes towards corporate social responsibility and its impact on decisions on possible cooperation in times of war. In addition, the specific objective was to identify the effects of Russia’s aggression against Ukraine on business activities conducted by Polish entrepreneurs, considering their attitudes towards corporate social responsibility principles. This goal was achieved through an analysis of the literature on the subject and in-depth interviews conducted with a sample of 100 Polish entrepreneurs. The results indicated that Polish entrepreneurs felt significant negative consequences of the conflict. After Russia’s aggression against Ukraine, most surveyed companies suspended (47,1%) or ended cooperation (43.1%) with Russian partners or exported products to Russia. Contrary to expectations, only some companies (18.4%) cited corporate social responsibility values among the reasons for this decision. It was also shown that there was no relationship between corporate social responsibility involvement and the declared ratings of companies remaining in Russia. In addition, companies reporting to suspend their activities during the conflict are considering a return to earlier cooperation in the future.

The aim of the article. The article aims to assess the credibility of advertising treated as a form of communication between the company and the market. Among the many different areas of advertising analysis, the message's credibility is an important issue, although it is not in the mainstream of research. Analyses results.The credibility of advertising is the subject of analysis within the framework of business ethics or marketing ethics. It has its content and importance both in science and in everyday life. Beyond ethics, credibility is of interest to sociology and every discipline that describes human behavior and social relationships shaped by information and mutual communication. In economic sciences, it combines with the identity and image of a company, the reliability of its way of communicating marketing activities, and the assessment of financial statements' quality (credibility). Thus, the title problem of the article expresses a new and original scientific concern in advertising research. It has a significant cognitive meaning and significant practical consequences - shaping the transparency of marketing communication and business ethics. In terms of methodology, the article focuses on joint research conducted among marketing and management students at two universities: the Kyiv National University of Economics and the University of Economics in Krakow. This research is an expression of many years of scientific cooperation between the Departments of Marketing of both universities. The research has produced interesting and scientifically valuable results. They show the similarity and differentiation of students' opinions from both countries regarding the function and importance of advertising. We put these assessments into a common perspective of the credibility of the advertisement. It is a fundamental problem per se, both for the consumer and the seller, critical to assessing the effectiveness of advertising in the marketing communication system and for the formation of social behavior of e-consumers. Research shows that the eight primary forms of online advertising are rated relatively low. This observation is a common opinion of students from both countries. The views of celebrities and personalities of advertising campaigns were also considered unreliable. Research on the positive and negative functions and significance of advertising produced results that varied in detail. However, we emphasize the high convergence of opinions of both respondents on the impact of advertising on purchasing decisions and negative consequences on society and the promotion of consumerism. The conducted research shows that students from Ukraine show a more positive attitude to advertising than students from Poland, thus a slightly more significant, positive assessment of the credibility of the advertising message. In the context of the credibility of advertising, the question of the legitimacy of strict state intervention in the online advertising market was relevant. Representatives of both surveyed groups generally agree on the legality of state intervention and regulation of the advertising market, i.e., creating a modern, transparent advertising law system. This system will create a framework for legal advertising creation strategies, devoid of information asymmetry in the message and manipulation of consumer behavior. Conclusions and directions for further research. In conclusion, we emphasize the need to continue research on the multidimensional role of advertising in the modern market. The preliminary study results presented in the article are a premise for undertaking such research in the future in international teams of Polish and Ukrainian researchers.

The article focuses on the problem of evaluation of new markets in a circular economy, substantiating the need to assess not only economic performance, but also green utility in the process of making managerial decisions. The article proposes an algorithm for calculating the complex Index of Economic and Green Market Utility (IEGMU) for the region in the field of car sharing. It covers such indicators as market capacity and dynamics, the level of impact on the traditional automotive sector, as well as the green effect, which includes the reduction of carbon dioxide emissions, product (vehicle) consumption, and pressure on transport infrastructure. The advantage of the proposed algorithm is the possibility of using matrix analysis to determine the stage of development of each market. As an approbation, the article presents the calculation of the index for such regions as North America, Europe and Asia.

Regional development is related to the effective management of disruptive industries on the local level. In the European Union, the innovation regional development policy is based on a smart specialization strategy, which neighboring countries try to apply as well. In their regional strategies, they notice the goals which are designed within the Joint Research Center methodology. It allows revealing the most efficient industries in the region, leading to a new level of regional competence on the global level. The study aims to identify smart specialization priorities based on JRC methodology in certain Ukrainian regions and assess its applicability in emerging markets (Ukrainian case) and develop the set of recommendations considering the specificity of the national economy. The methodology is based on the static and dynamic analysis of economic (the indicators of the growth of average salaries and the number of employees indicators are calculated) and innovation (the indicators of productive, process, organizational, and marketing innovations are analyzed) potential of the region, which is examined in the article. It is revealed that the JRC methodology in identifying the smart specialization priorities has limited application in Ukraine. The restrictions related to the lack of data on innovations and other economic indicators. The analysis of certain regions shows what industries should be recommended as the priorities of smart specialization. However, discussions of the calculated results with the key stakeholders have differences which are not acceptable in the regional innovation policy development. As a result, the experts’ opinions are recommended to consider the priorities of different regions in Ukraine and other developing countries, which are on the path of smart specialization during stakeholders’ communication sessions.

This article generalizes the arguments and counterarguments within the scientific discourse concerning the problems of integrated development of enterprises in the modern market economy. The main purpose of the research conducted is to create a methodological approach to the assessment and improvement of the integrated development efficiency of the Ukrainian light industry enterprises on the grounds of key determinants identification. For ensuring an extensive and systematic approach in this study, a three-step methodological base has been adopted. The interpretation and synthesis of high-quality data through sifting and sorting materials on key issues and subject matter of enterprise development in the context of integration have been conducted. The tendencies of development of the Ukrainian light industry enterprises have been analyzed to identify the key determinants. An assessment of their impact on the performance of integrated enterprise development has been made. The conducted research used the dialectical, structural and analytical as well as structural and functional analysis as a methodological tool. Methods for multicriteria analysis were used to determine the impact of the identified determinants, in particular, the calculation of the multivariate utility function and the normalization of determining factors. The article shows the results of the analysis of the light industry enterprises development with the help of such key determinants as providing of their own raw materials, availability of specialized mechanical engineering, repair base, properly qualified personnel, operating enterprises development. The integrated development of fifteen light industry enterprises has been diagnosed with the help of such main determinants as financial and resource support, intellectual and innovative potential, economic security, risk level, self-integration, the synergistic effect of integrated business processes. A group of enterprises has been identified, which the development level in the context of its integration is lower than estimated by the methods of classical performance diagnostics at the present stage. The group of enterprises has been identified, where integration processes are effective and have prospects for development. It is established that the integrated development implementation, due account being taken of the full complex of its determinants will promote greater usefulness and efficiency of the studied light industry enterprises functioning. The results of the conducted study can be useful for the efficiency improvement of domestic enterprises based on the integration Keywords efficiency, integrated development, utility, model, factor.