Marketing Tools to Support the Development of Bioenergy as a Factor in the Energy Sustainability of Local Communities During Martial Law

Abstract

The article theoretically substantiates the role of marketing tools as a fundamental factor in ensuring the energy sustainability of local communities under martial law. It is proved that the traditional marketing concept is being transformed into a security management system, where the key elements of the value proposition are "energy viability" and the autonomy of territories. The study systematizes marketing tools by category (informational, communicative, incentivizing, digital) and develops a step-by-step algorithm for marketing support of bioenergy projects - from resource auditing to the branding of "energy safety zones." Particular attention is paid to leveling investment barriers through the synergy of the intellectual capital of agribusiness and predictive analytics based on machine learning. A strategy of "economic patriotism" is proposed to localize added value within communities. Unlike previous studies, this paper provides a critical analysis of risks, including financial capital intensity and the logistical vulnerability of biomass supply chains during the war. The authors substantiate the transition from commercial sales to strategic demand management for renewable resources. The proposed methodological approach allows communities not only to meet critical needs for heat and electricity during crises but also to create investment attractiveness for international donors through transparent digital monitoring platforms. The results confirm that marketing support acts as an integrating link that transforms the technological potential of bioenergy into a real asset of national security.