Guideline for Sustainable Marketing Management: Organic Agricultural Products for Happy Life, Nice Society and Safety Environment

Abstract

The study is qualitative research. The objective is to study guideline for sustainable marketing management a case study of organic agricultural products for happy life, nice society and safety environment. Data were collected by using the in-depth interview of an organic coconut business (AOCB). The results found that “coconut sugar” was the main product of Samut Songkhram province. So, AOCB persuaded farmers to switch to organic coconut farming in order to keep coconut sugar business of Samut Songkhram province ongoing. Organic coconut sugar was sent to AOCB as a raw material and it made the price go higher for around 30%. The community then took coconut farming for producing organic coconut sugar as a main career for living, taking care of their own families and had better life quality. They did not need to leave their home for other jobs and were able to preserve their local wisdom. Organic coconut sugar produced from the community was sent to the innovative production process of AOCB as concentrated coconut syrup, with no chemical. With the concept of producers who want to run business by using a community’s local wisdom, so which returns sustainability to every part of social and the country.