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BEHAVIORAL TRAPS IN SUSTAINABLE BUSINESS MANAGEMENT: A MARKETING DIMENSION
(Луцьк : Вежа-Друк, 2025-10-31) Kuzmаk, Oleh
Introduction. In the contemporary context of globalization, energy transitions, and climate challenges, business organizations face increasing pressure to translate declarative sustainable development principles into actionable corporate practices. Despite the growing adoption of international reporting standards, such as ISSB and CSRD, the effectiveness of ESG strategies is often constrained by managerial behavioral factors and cognitive biases. Understanding these behavioral barriers is critical for enhancing the efficiency of sustainability initiatives and aligning them with corporate marketing objectives. The purpose of the article. This study aims to identify the key behavioral traps that influence the implementation of sustainable business strategies and to examine their implications within the marketing context of corporate management. The focus is on how cognitive biases and decision-making patterns hinder the adoption of ESG initiatives, affecting both organizational performance and stakeholder trust. Methods. The research is grounded in a comprehensive review of contemporary scientific literature, international regulatory frameworks, and corporate sustainability cases. Methodologically, the study employs systematization, content analysis, comparative assessment, and structural-functional analysis. This integrated approach enables the identification of cognitive biases and managerial practices embedded in marketing communications, which serve as behavioral barriers to the effective implementation of ESG programs. Results. The findings reveal that several behavioral traps are prevalent in corporate decision-making, including status quo bias, short-termism, the attitude-behavior gap, moral licensing, herd behavior, and ethical blindness. These traps reduce firms’ readiness for innovative transformations, slow down the adoption of green technologies, and undermine stakeholders’ confidence in ESG reporting. To mitigate these barriers, the study proposes a set of strategic instruments: transition roadmaps, long-term incentives for managers, transparent communication mechanisms, the cultivation of a culture of responsibility, and the application of behavioral economics principles in marketing strategies. Conclusions. Behavioral traps constitute hidden risks to sustainable business development that cannot be fully addressed through regulatory compliance alone. Effective management requires the integration of institutional and behavioral approaches, enabling companies to enhance the performance of ESG strategies, strengthen stakeholder trust, and secure sustainable competitiveness. The study highlights the critical role of marketing-oriented behavioral interventions in overcoming psychological and organizational constraints, thus fostering more resilient and socially responsible business practices.
ASSESSMENT OF THE IMPACT OF FINANCIAL AND NON-FINANCIAL INSTRUMENTS ON EQUITY AND CASH FLOWS AS THE BASIS FOR DECISION-MAKING TO INCREASE ENTERPRISE MARKET CAPITALIZATION
(FTA, FINTECHALLIANCE, 2024-08-31) Vakhovych, Iryna; Kryvovyazyuk, Igor; Kovalchuk, Nadiia; Kovalska, Liubov; Dorosh, Viktoriia; Burban, Oleksandr
The market capitalization of an enterprise is one of the key indicators that characterize the degree of influence of financial and non-financial instruments on its volumes and dynamics. Establishing the relationship between such instruments and metrics of equity and cash flows best outlines the plane of their direct impact on stimulating market cap-italization and implementing effective management measures in the context of optimiz-ing the use of equity and cash flows. The purpose of the study is to establish how the impact of indicators of financial and non-financial instruments on equity and cash flows forms an appropriate basis for making managerial decisions to increase the market cap-italization of enterprises. As a result of the study, the toolkit for increasing the market capitalization of the enterprise from the standpoint of its grouping in terms of financial and non-financial plane was clarified. It was found that among the 36 analyzed indica-tors of the impact on equity and cash flows of the studied machine-building enterprises in Ukraine during the period 2010-2021, the most significant are bank lending, invest-ment and technical metals, research and development costs, foreign scientific and tech-nical services received, production investments, work-in-progress, and accounts paya-ble for products, goods, and services. The results were transformed into a model of ranked instruments for stimulating the market capitalization of machine-building enter-prises, which demonstrates the degree and directions of the influence of indicators of financial and non-financial instruments on the dynamics of equity and cash flows, which ensures the formation of an information database for making decisions on the further use of such instruments. The structuring of the toolkit serves as the basis for forming a system of management decisions containing practical recommendations within each group of instruments aimed at optimizing market capitalization through increased equity and cash flows of the enterprise. The obtained results will be beneficial to financial analysts of enterprises in preparing databases for making financial and non-financial decisions.

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