Sustainability in Business Models: The Case of MUD Jeans

There has been a growing interest in society and among researchers regarding the significance of establishing sustainable business models.As organisations strive to adapt their business models to incorporate sustainability or establish new enterprises to tackle sustainability challenges, it becomes evident that there is no universally applicable model for sustainable business.As a result, companies frequently have difficulties in recognising and executing sustainable business models that are suitable for their needs.This article seeks to highlight the importance of incorporating sustainability into a business plan.Furthermore, it attempts to clarify techniques employed to accomplish this objective.The article is organised in multiple sections, such as a comprehensive analysis of existing literature, highlighting the most significant contributions to this matter.The following section discusses the methodology employed in the investigation.The fourth portion substantiates the study's results by presenting a case study, while the final section provides a summary of the findings.