SOCIALLY RESPONSIBLE BEHAVIOR OF DOMESTIC ENTERPRISES IN THE CONSUMER SERVICES MARKET UNDER CONTEMPORARY CONDITIONS IN UKRAINE

Abstract

The article examines the specifics of the formation and implementation of socially responsible behavior of subjects of the consumer services sector of Ukraine in the conditions of a full-scale war. The content of the external and internal components of corporate social responsibility is revealed, and key areas that require priority strengthening in crisis conditions are identified. It is substantiated that effective interaction with consumers involves improving the quality of services, differentiating their cost depending on the financial capabilities of the population, ensuring transparency of activities and adherence to the principles of integrity. Within the framework of responsibility to society and the state, the importance of volunteer initiatives, participation in public-private partnerships, paying taxes and supporting environmental safety is emphasized. The internal aspects of corporate responsibility are revealed, including the creation of additional jobs for demobilized and affected citizens, ensuring fair and timely remuneration, creating safe working conditions and increasing the resilience of business processes to power outages. Considerable attention is paid to supporting the professional development of personnel as a factor in preserving labor potential and improving the quality of service provision. It is substantiated that the comprehensive strengthening of social responsibility of enterprises in the consumer services sector contributes to the stabilization of the socio-economic environment, increases public confidence and creates the prerequisites for the sustainable functioning of business in conditions of military risks. The article outlines a set of measures aimed at activating the socially responsible behavior of enterprises in the consumer services sector: increasing standards for the protection of labor rights, improving interaction with consumers, ensuring environmental responsibility, expanding business participation in socially significant projects, as well as strengthening the role of the state in stimulating social initiatives. The implementation of these measures creates conditions for increasing the level of social sustainability, developing human capital and restoring the economic potential of Ukraine. The article summarizes the characteristic features of socially responsible activities of enterprises operating in the consumer services sector.