Kelleci, Alpaslan2023-08-112023-08-1120220276-14671552-6534https://hdl.handle.net/11363/5255https://doi.org/Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to a society-centric approach to enhance societal well-being.eninfo:eu-repo/semantics/openAccessAttribution-NonCommercial-NoDerivs 3.0 United StatesSustainability marketingfunctional marketingsecond-hand marketingaccess-based marketingparticipatory marketingArticle42151110.1177/027614672110496682-s2.0-85118263211Q2WOS:000711496500001Q4