Abstract
In the modern world, issues of sustainability are of the utmost importance. Organizations will no longer be able to maintain their current levels of company growth if society does not cooperate with them. As a consequence of this, marketing managers focus their efforts on satisfying the socioethical requirements of customers, such as the promotion of cultural activities, the protection of the environment, and disaster aid. The concept of "sustainability" relates to the economic, social, and environmental duties that are placed on an organization; thus, it begs the issue of how these commitments should be carried out effectively. This study focuses on the long-term marketing efforts made in the fashion business as well as the effects of such efforts. The convenience sampling method was employed in this research. The study included 268 completely filled questionnaires out of a total of 300. For data analysis SPSS 22 and AMOS 22 were used. According to the results, sustainable initiatives in the fashion industry have a positive influence on trust, brand image, and satisfaction levels among consumers. Furthermore, they contribute to positive outcomes for customer loyalty to brands. The results are important for business leaders and marketers who want to make long-term management methods that work better
Keyword(s)
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