SUSTAINABILITY MARKETING STRATEGY AND FINANCIAL PERFORMANCE OF AX GROUP
Keywords:Marketing Strategy, Sustainable Marketing, Firm Performance
In the business world, sustainable business is a well-known concept. It is a goal that should be pursued because businesses should not only benefit the people around them but also contribute to the environment and society. Sustainable business aims to create a positive impact on both the community and the natural world. The concept of sustainable business is considered suitable for the fashion industry due to the increasing understanding and concern of consumers about the future of the environment. Consumers are becoming more critical and want to know more details about the clothes and shoes they use. Therefore, sustainability is not just a concern for companies but also a marketing and business strategy aimed at long-term. AX Group is one of textile manufacturing business that has embraced the concept of sustainable marketing, considering the economic, social, and environmental aspects that can benefit long-term business growth. The implementation of sustainable marketing has a positive impact on the brand image of the company, which in turn influences customer satisfaction, trust, and loyalty which provides an increase in financial performance and long-term sustainability of the company. In this paper, we review and see how sustainable marketing considerations have grown and this research extensively reviews the literature in the field of sustainable marketing strategy and highlights AX Group that adopt sustainable marketing strategy are expected to generate more profits than firms that do not adopt the strategy.