CONTEMPORARY MARKETING MODELS: INTEGRATION, HYBRIDIZATION, AND ENVIRONMENTAL ORIENTATION

Abstract

. The article provides a theoretical substantiation of the transformation of contemporary marketing models under the influence of digitalization, hybridization, integration, and the increasing environmental orientation of business. The purpose of the study is to substantiate the theoretical foundations for the transformation of contemporary marketing models based on the interrelationship between hybridization, integration, and environmental orientation, to identify their key characteristics, and to determine the possibilities for their conceptual integration within the marketing management system. The theoretical and methodological foundations of consumer behavior evolution in the transition from traditional and digital to hybrid and integrated marketing models are systematized. The socio-psychological mechanisms through which these models influence consumers are identified, including trust, social proof, personalization, cognitive consistency, emotional engagement, and reduced information overload. It is established that the effectiveness of integrated marketing interaction depends not on the number of channels employed but, on their consistency, mutual reinforcement, and ability to provide a coherent consumer experience. The role of the environmental orientation of marketing models in shaping new consumer behavior patterns associated with responsible consumption, circular practices, environmental value, and brand trust is revealed. The scientific novelty of the study lies in the conceptual substantiation of hybridization, integration, and environmental orientation as interrelated and complementary dimensions of the transformation of contemporary marketing models. Hybridization is proposed to be interpreted as a transition from the coexistence of traditional and digital channels to their interaction; integration as a transition from interaction to systemic coordination; and environmental orientation as the value-based dimension of the marketing model. This approach provides a theoretical basis for the