CIRCULAR ECONOMY AS A MARKETING STRATEGY IN THE AGRICULTURAL SECTOR: PROJECT-BASED APPROACH AND GERMANY'S EXPERIENCE IN THE CONTEXT OF EU POLICIES

Abstract

Introduction. The relevance of the study is driven by the intensification of global environmental, economic, and social challenges accompanying the development of the agricultural sector amidst natural resource scarcity, climate change, and transforming consumer demands. The traditional linear model of agricultural production is increasingly proving inefficient, particularly due to high resource intensity, significant waste volumes, and negative environmental impacts. Consequently, the concept of the circular economy is gaining strategic importance as a tool for transitioning to sustainable business models.

The problem of implementing a circular economy is especially relevant in the agricultural sector, which simultaneously serves as a source of food security, employment, and socio-economic stability. In modern conditions, circularity in agriculture transcends purely environmental solutions and is increasingly viewed as a marketing strategy aimed at creating value-added, enhancing the competitiveness of agricultural products, and building consumer trust in sustainable production practices.

A vital factor in the study's relevance is the active implementation of European Union policies, notably the European Green Deal and the Circular Economy Action Plan, which establish new rules for agricultural market operations and facilitate the integration of sustainable development principles into economic activities. In this context, the experience of Germany, as a leader in implementing circular models within the unified European space, is of significant scientific and practical interest.

Special attention is warranted for the project-based approach as an effective mechanism for realizing the circular economy in the agricultural sector, allowing for the alignment of economic, environmental, and social goals within specific initiatives. At the same time, domestic research does not sufficiently highlight the marketing potential of circular agricultural projects or the possibilities of adapting European experience to Ukrainian conditions during the European integration process. Thus, the study of the circular economy as a marketing strategy for agricultural sector development - considering the project-based approach and Germany's experience within the context of EU policies - is timely and scientifically sound. Its results hold practical significance for shaping modern agricultural policy and developing socio-economic relations. The article explores the circular economy as a modern marketing strategy for the development of the agricultural sector under the transformation of European markets and increasing sustainable development requirements. It is substantiated that the implementation of circularity principles in agricultural production goes beyond environmental innovation and increasingly acquires the characteristics of a strategic marketing tool aimed at generating value-added, increasing competitiveness, and strengthening consumer trust. Particular emphasis is placed on the project-based approach as a key mechanism for implementing circular models in the agricultural sector. The study analyzes Germany's experience in integrating the circular economy into agricultural projects in the context of European Union policies, specifically the European Green Deal and the Common Agricultural Policy (CAP). The main marketing advantages and risks of implementing circular solutions in the agricultural sector are identified. The possibilities of adapting the German experience for the development of Ukraine's agricultural sector in the conditions of European integration are outlined.

Purpose. The purpose of the article is to substantiate and elaborate the approaches of the circular economy as a marketing strategy for the development of the agricultural sector based on a project-based approach, as well as to generalize Germany’s experience in the context of the implementation of European Union policies.

Materials and methods. The research materials include official regulatory documents of the European Union (European Commission, 2020); scientific works and publications of Ukrainian and German researchers (Sereda et al., 2021–2026; Pysarenko et al., 2024–2025; Korchynska et al., 2022–2025; Bazarna & Yerankin, 2026); statistical databases of the European Union and Germany concerning the agricultural sector; as well as case studies of agricultural enterprises implementing circular models.

In the course of the research, the following scientific methods were employed:

1. Systemic approach – used to analyse the interconnections between EU policies, Germany’s national initiatives, and the marketing strategies of agricultural enterprises. It allows the circular economy to be considered as an integrated component of business processes and marketing communications.
2. Comparative analysis – applied to compare the level of implementation of circular models in Germany and other EU countries (Fig. 1), as well as to identify trends in the dynamics of circular economy implementation in Germany during 2014–2023 (Fig. 2).
3. Project-based approach – involves the analysis of specific projects aimed at implementing circular models in the agricultural sectors of Germany and Ukraine, including the assessment of their marketing impact, risks, and advantages (Table 1, Table 2).
4. Integrative approach – enables the combination of data from various sources: scientific publications by Ukrainian and German scholars, EU statistical reports, and practical cases of enterprises operating in agricultural production and processing.

The study applies a combination of quantitative and qualitative methods:

1. Secondary data analysis – systematisation of findings from scientific studies (Sereda et al., 2021; Pysarenko et al., 2025; Bazarna & Yerankin, 2026) and EU circular economy policies [1–14; 18].
2. Content analysis of marketing strategies – evaluation of circularity marketing tools, including digital marketing, green marketing, project marketing, and socially responsible marketing.
3. Case study method – examination of successful German agricultural projects from the perspective of integrating circular economy principles, including the assessment of effectiveness and risks (Table 2).
4. Systematisation and comparative evaluation of data – statistical and graphical methods used to demonstrate the dynamics and level of implementation of circular models (Fig. 1, Fig. 2).

Results. The analysis of the obtained results and the comparison of the level of implementation of circular models in the EU countries indicate significant differences among states, which are associated with the historical development of their industrial base, the availability of state support programmes, and the culture of sustainable production. The Netherlands, Sweden, and Denmark demonstrate the highest levels of circular economy integration, confirming the effectiveness of a comprehensive approach that combines policies, technologies, and responsible marketing.

Particular attention should be paid to the role of circular marketing as a strategic instrument in shaping the competitiveness of enterprises. The integration of environmental innovations, digital technologies, and socially responsible marketing makes it possible not only to optimise resource flows but also to enhance a company’s image and consumer trust. This is confirmed by studies conducted by Ukrainian scholars (Sereda, Pysarenko, Bazarna, Korchynska, Babicheva), who have demonstrated the effectiveness of integrating a project-based approach into the marketing strategies of the agricultural sector.

Discussion. Further research should focus on deepening the theoretical and methodological foundations for integrating circular economy principles into the marketing strategies of agricultural enterprises, taking into account digitalisation processes and the transformation of value chains. A promising direction is the development of quantitative models for assessing the marketing effectiveness of circular projects, including the evaluation of the impact of ecological positioning, green branding, and ESG communications on financial performance and consumer behaviour. Particular attention should be paid to the formation of a system of indicators that would enable a comprehensive assessment of the synergistic effects arising from the combination of project-based management, innovative logistics solutions, and strategic marketing within the transition to a circular economic model.

An important area for further research is the comparative analysis of mechanisms for implementing national circular economy strategies across EU countries and the possibilities of adapting them to Ukraine, considering the specific characteristics of the agricultural sector. It is advisable to investigate institutional, financial, and behavioural barriers to the implementation of circular models, as well as to assess the risks associated with the transformation of traditional business processes.