Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation

Rocznik Ochrona Środowiska 2026, vol. 28, pp. 516-536

Viktoriia Danylenko¹ , Tetiana Diadyk¹ , Lyudmyla Shulga¹ , Nataliia Gerasymchuk¹ , Yuliia Mazur² This email address is being protected from spambots. You need JavaScript enabled to view it., Nataliia Slobodian³ , Dmytro Litvinov⁴ 

	1. Poltava State Agrarian University, Ukraine 2. Interregional Academy of Personnel Management, Ukraine 3. National University of Food Technologies, Ukraine 4. Odesa National University of Technology, Ukraine
	This email address is being protected from spambots. You need JavaScript enabled to view it.
	https://doi.org/10.54740/ros.2026.035

The article examines marketing-oriented foresight as a strategic tool for agrarian enterprises amid global instability. The theoretical and methodological foundations of integrating the marketing approach with foresight technologies in agricultural strategic management are defined. The authors substantiate an original concept of «marketing-oriented foresight» that combines prognostic-analytical methods, market orientation, and strategic planning adapted to agribusiness specifics. A structural-functional model for marketing-oriented foresight implementation across enterprises of various sizes is proposed, and international experience is analyzed with recommendations for Ukrainian adaptation. The impact of digitalization, climate change, and geopolitical turbulence on the strategic marketing transformation of agrarian enterprises is analyzed. Special attention is paid to environmental variables — carbon footprint, biodiversity conservation, soil health, and circular-economy principles — as core components of foresight. The EU Green Deal and Farm to Fork strategy are shown to function not merely as regulatory constraints but as key drivers of marketing-oriented environmental adaptation; neglecting these dimensions leads to systematic overoptimism regarding export competitiveness in EU markets. The interdependence between marketing orientation level and foresight effectiveness is established. A methodological approach to assessing enterprise readiness for marketing-oriented foresight implementation is proposed and empirically tested through a survey of 130 agrarian enterprises in Kharkiv, Poltava, Dnipropetrovsk, and Sumy oblasts (2021 and 2023). Directions for further development of foresight practices in Ukraine's agricultural sector under post-war recovery and European integration are outlined.

marketing-oriented foresight, agrarian enterprises, strategic planning, marketing, forecasting, agri-food market, competitiveness, digitalization, European integration, strategic management, environmental sustainability, carbon footprint, circular economy, climate adaptation, biodiversity, EU Green Deal

AMA Style
Danylenko V., Diadyk T., Shulga L., Gerasymchuk N., Mazur Y., Slobodian N., Litvinov D. Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation. Rocznik Ochrona Środowiska. 2026; 28. https://doi.org/10.54740/ros.2026.035

ACM Style
Danylenko V., Diadyk T., Shulga L., Gerasymchuk N., Mazur Y., Slobodian N., Litvinov D. 2026. Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation. Rocznik Ochrona Środowiska. 28. DOI:https://doi.org/10.54740/ros.2026.035

ACS Style
Danylenko V., Diadyk T., Shulga L., Gerasymchuk N., Mazur Y., Slobodian N., Litvinov D., Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation Rocznik Ochrona Środowiska 2026, 28, 516-536. https://doi.org/10.54740/ros.2026.035

APA Style
Danylenko V., Diadyk T., Shulga L., Gerasymchuk N., Mazur Y., Slobodian N., Litvinov D. (2026). Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation. Rocznik Ochrona Środowiska, 28, 516-536. https://doi.org/10.54740/ros.2026.035

ABNT Style
DANYLENKO V., DIADYK T., SHULGA L., GERASYMCHUK N., MAZUR Y., SLOBODIAN N., LITVINOV D. Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation. Rocznik Ochrona Środowiska, v. 28, p. 516-536, 2026. https://doi.org/10.54740/ros.2026.035

Chicago Style
Viktoriia Danylenko, Tetiana Diadyk, Lyudmyla Shulga, Nataliia Gerasymchuk, Yuliia Mazur, Nataliia Slobodian, and Dmytro Litvinov. 2026. "Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation". Rocznik Ochrona Środowiska 28, 516-536. https://doi.org/10.54740/ros.2026.035

Harvard Style
Danylenko V., Diadyk T., Shulga L., Gerasymchuk N., Mazur Y., Slobodian N., Litvinov D. (2026) "Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation", Rocznik Ochrona Środowiska, 28, pp. 516-536. doi:https://doi.org/10.54740/ros.2026.035

IEEE Style
V. Danylenko, T. Diadyk, L. Shulga, N. Gerasymchuk, Y. Mazur, N. Slobodian, and D. Litvinov, "Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation", RoczOchrSrod, vol. 28, pp. 516-536. https://doi.org/10.54740/ros.2026.035