:

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:
Sustainability Marketing: A New Paradigm toward Sustainability
*

**

.
Nitchakarn Noo-urai and First Lieutenant Dr.Kaedsiri Jaroenwisan

5 1)
2) 3) 4)
5)

3

: , ,

Abstract
The paper presents the concepts drive the market towards sustainability through research
synthesis method. In the research, five concepts of marketing will be introduced as 1) societal marketing,
2) social marketing, 3) ecological marketing, 4) green marketing, and 5) sustainability marketing. The
sustainability marketing formed of four factors that are planning, organizing, operating and controlling the
resources and marketing campaign in order to meet the demand of consumer. In the meantime, social
and environment factor are concerned with regard to achieve the organization milestones. Regarding firm
perspective, Sustainability marketing comprises three dimension are economic viability, social equity and
environmental protection.
Key Word: Sustainability Marketing, Marketing Concept, New paradigm
*

; Email: nitchakarn156@gmail.com
**
; Email: kaedsiri.j@psu.ac.th

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1970
(exchange paradigm)

NGOs (Achrol & Kotler, 2012: 35)
(the marketing of products) (Belz & Peattie, 2009: 14)
(Kumar, Rahman, Kazmi, & Goyal, 2012: 482-483)

(Bowie & Buttle, 2011: 15; Jamrozy, 2007: 120;
Kotler, Bowen, & Makens, 2006: 26-27; Kotler & Keller, 2006: 16)
..1987 (World Commission on Environment and
Development) Our Common Future The
Brundtland Report

(Intragenerational equity)
(Intergenerational equity)


(economic welfare)
(quality of life) (Garrod & Fyall, 1998: 200; Hunter, 1997: 851; World Commission
on Environment and Development, 1987: 43) (sustainability
marketing)



(Belz & Peattie, 2009: 18; Kumar et al., 2012: 483)



(Belz & Peattie, 2009: 19)
(research synthesis)

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5
(manufacturing concept) (product concept ) (selling concept)
(marketing concept) (societal concept) (Kotler et
al., 2006: 23)
(demand) (supply)
(economic of scale) (Bowie & Buttle, 2011: 12;
Kotler et al., 2006: 23; Kumar et al., 2012: 484)
(existing product)
(Bowie & Buttle, 2011: 13; Kotler et al., 2006: 25; Kotler & Keller, 2006: 15; Kumar et al., 2012: 484)

(Bowie & Buttle, 2011: 14; Kotler et al., 2006: 25-26; Kotler & Keller, 2006: 15-16; Kumar et al.,
2012: 484) 20


(Bowie & Buttle, 2011: 15; Jamrozy, 2007: 120; Kotler et al., 2006:
26-27; Kotler & Keller, 2006: 16; Kumar et al., 2012: 484)






(Armstrong & Kotler,
2007: 12; Bowie & Buttle, 2011: 16; Kotler et al., 2006: 27; Kumar et al., 2012: 484-485)
(emergence of sustainability marketing) 1970

(societal marketing) (social marketing) (ecological
marketing) (green marketing) (environment marketing)
(sustainable marketing sustainability marketing)
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(Societal Marketing)

3
(organizational goals) (consumer goals) (societal goals)

(Belz & Peattie, 2009: 27)

(Social Marketing)



(macromarketing issues)
(Belz & Peattie, 2009:
28; Dinan & Sargeant, 2000: 3; Kotler & Zaltman, 1971: 5)
(public health campaigns)
(environment
campaigns)


(Ecological Marketing)
..1970


(Belz & Peattie, 2009:
28; Kumar et al., 2012: 485)





(Belz & Peattie,
2009: 28-29)

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(Green Marketing) (Environmental Marketing)

..1980 (Green
consumer)


(Belz &
Peattie, 2009: 29; Jamrozy, 2007: 123)

(Kumar et al., 2012: 486)
(green consumer) (green product)

(Belz & Peattie, 2009: 30)

(Prothero et al., 2011: 32)
(Sustainability Marketing)
(sustainability marketing) (customer value)
(social value) (ecological value)

(Belz, 2006: 139)

(Belz &
Peattie, 2009: 31) (market orientation)

(institutional setting) (price signals)


(macromarketing) 3
(ecological) (social) (economic)
(Belz & Peattie, 2009: 30-31; Jamrozy, 2007: 125)
Jamrozy (2007: 124-126) (the triangular model) 1
3 (economic viability)
(social equity) (environmental protection)

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-: (social justice)
- (societal mkt. orientation)
-
-:
-:

-:
(anthropocentric)
-
(consumer/green mkt. orientation)
-()
-:

-:
(biocentric/ecocentric)
- (environmental
marketing)
-
-:

-:

1 (sustainable marketing model)

: Jamrozy (2007: 124)
1.



(Green products)

(Belz
& Peattie, 2009: 30; Jamrozy, 2007: 125)
2.


(Grundey, 2008: 122; Jamrozy, 2007: 125)
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3. (ecological
biocentric) (living systems)

(sustainability marketing)

5
1
1

3 (organizational

goals) (consumer goals) (societal

goals)

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1 ()

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