POSSIBILITIES OF THE APPLICATION OF SOCIAL AND ETHICAL MARKETING IN THE PROCESS OF FORMING CONSUMER LOYALTY
Socio-ethical marketing is presented as a significant factor influencing the formation of loyalty in almost any field of activity. On the basis of this provision, the main features of social and ethical marketing in the organization were formulated, and a model of the influence of social and ethical marketing on consumer loyalty was built. The theoretical conclusions are supported by a study of the loyalty of consumers of the same company in different countries when introducing into its activities the provisions of social ethical marketing.