INTRODUCTION

According to Suvattanadilok (2020), the growth of the fashion industry in Thailand has been noteworthy, and its inventive and dynamic characteristics have played a crucial role in boosting the economy and generating job opportunities. The swift expansion of the industry has prompted apprehensions regarding its durability, particularly with regards to small clothing startups. These enterprises encounter several obstacles in upholding profitability while integrating sustainable measures, as per Pero et al. (2020). Hence, it is imperative for us to analyse the various strategies that emerging apparel businesses in Thailand can implement to achieve a harmonious blend of economic viability and ecological responsibility in their product creation procedure.

Sustainability has emerged as a pressing issue not only within the fashion sector but also across the world (Botti, 2019). In the industry of fashion, sustainability  involves multiple dimensions, such as safeguarding the environment, ensuring ethical procurement, and upholding social accountability, among other factors (Brown & Vacca, 2022). As individuals become more cognizant of environmental and ethical dilemmas, they are pursuing more sustainable options when selecting their attire (Silva & Bonetti, 2021). The aforementioned trend emphasises the necessity for Thai clothing startups of modest size to implement sustainable methodologies in order to diminish their ecological footprint, cater to customer preferences, and uphold their competitiveness within the industry.



 THEORETICAL FRAMEWORKS

The Theory of Reasoned Action (TRA)

The Theory of Reasoned Action (TRA), which was formulated by Ajzen and Fishbein (1980), postulates that the conduct of an individual is ascertained by their volition, which is, in turn, impacted by two factors: attitude towards the behaviour and subjective norms. The present theoretical framework can be effectively employed to comprehend the decision-making mechanism of nascent clothing enterprises in Thailand with respect to the assimilation of eco-friendly practises in their product development procedures.

Within the framework of this research, the disposition of entrepreneurs towards sustainability would encompass their assessment of the advantages (such as diminished environmental impacts, enhanced customer satisfaction, and competitive edge) and drawbacks (such as amplified production costs and potential trade-offs) linked to the integration of sustainable practises in their product development. Furthermore, the subjective norms pertain to the perceived social pressure encountered by these entrepreneurs in embracing sustainable practises, which may emanate from diverse origins, including customers' inclinations, industry benchmarks, and governmental policies (Fishbein & Ajzen, 2011).

The present literature review endeavours to scrutinise the impact of entrepreneurs' attitudes and subjective norms on their intention to embrace sustainable practises in their small-scale clothing startups in Thailand, utilising the Theory of Reasoned Action (TRA) framework. Comprehending these variables can prove advantageous in devising tactics to foster sustainable product innovation and proficiently tackle the predicaments encountered by these enterprises.

Whilst TRA can provide valuable insights into the decision-making processes of small clothing start-ups in Thailand with regards to sustainability, it is not without its limitations. As per the theoretical framework of the Theory of Reasoned Action (TRA), it is posited that individuals engage in a rational decision-making process, wherein they carefully evaluate the potential outcomes of their actions (Fishbein & Ajzen, 2011). Notwithstanding, decision-making in actuality is frequently impacted by diverse cognitive biases and extraneous factors that may not necessarily correspond with the tenets of rational choice theory (Kahneman, 2011). Furthermore, it is noteworthy that the Theory of Reasoned Action (TRA) fails to consider the impact of idiosyncratic variances, such as personal dispositions, prior encounters, and cultural heritage, that may exert a substantial effect on the attitudes and subjective norms of entrepreneurs concerning sustainable product innovation (Ajzen, 1991). Henceforth, although the TRA constitutes a valuable point of departure for comprehending entrepreneurial decision-making concerning sustainability, it is imperative to contemplate the plausible constraints in its implementation to the milieu of nascent apparel enterprises in Thailand.

The Technology Acceptance Model (TAM)

The Technology Acceptance Model (TAM), as proposed by Davis (1989), asserts that an individual's adoption of a particular technology is chiefly influenced by two factors: perceived usefulness (PU) and perceived ease of use (PEOU). The Technology Acceptance Model (TAM) has been extensively employed in various sectors, such as the fashion industry, to comprehend the determinants that impact the assimilation of technology in order to foster sustainable practises (Venkatesh & Davis, 2000). Within the sphere of nascent clothing enterprises in Thailand, the Technology Acceptance Model (TAM) may be utilised to scrutinise the influence of perceived utility and ease of employment of diverse technological modalities on the assimilation of sustainability endeavours, such as digital frameworks for environmentally conscious product conception and fabrication.

In the event that entrepreneurs hold the perception that a particular technology is efficacious in attaining their sustainability objectives, such as waste reduction, energy conservation, and ethical sourcing enhancement, and is facile to integrate into their extant processes, their propensity to embrace said technology is heightened. The facilitation of sustainable product development and promotion of environmentally friendly practises within the Thai fashion industry may be fostered as a result of this phenomenon (Kim & Kim, 2020).

Although the Technology Acceptance Model (TAM) offers a valuable framework for comprehending the function of technology in advancing sustainability within the context of small clothing enterprises in Thailand, it is not without its constraints. The Technology Acceptance Model (TAM) has a primary focus on the perspective of the individual entrepreneur, while neglecting the potential impact of organisational factors such as management support, resource availability, and organisational culture on technology adoption and sustainable product development. This observation was made by Venkatesh and Bala in 2008. The applicability of the Technology Acceptance Model (TAM) in cross-cultural settings remains a topic of debate, as cultural factors may impact the perception of technology's usefulness and ease of use across diverse contexts (McCoy et al., 2018). Hence, although the Technology Acceptance Model (TAM) may provide significant perspectives concerning the facilitation of sustainability in Thai clothing startups, it is imperative to recognise these constraints and acknowledge the impact of contextual elements on technology assimilation and sustainable product innovation determinations.

Suvattanadilok’s Strategies of Entrepreneurs to Maintain Clothing Customers in Thailand

A comprehensive study was conducted by Suvattanadilok (2020) regarding the strategies that entrepreneurs in Thailand may employ to retain their clothing customers. The research has identified four fundamental tactics, namely product differentiation, perpetual innovation, active customer engagement, and efficient brand image management. As per Suvattanadilok's analysis, it is imperative for nascent clothing enterprises to integrate sustainable methodologies into their product development procedures and cater to their patrons' ecological apprehensions while upholding the standards of excellence and fashion. This approach is crucial for sustaining their competitiveness in the industry.

The aforementioned strategies may prove to be particularly pertinent for nascent clothing enterprises in Thailand with a focus on harmonising profitability and sustainability in their product development endeavours. As posited by Pereira et al. (2022), incorporating eco-friendly materials, ethical manufacturing practises, and efficient waste management into product differentiation strategies may facilitate the ability of these enterprises to meet the changing preferences of consumers who are in search of sustainable fashion alternatives. In addition, persistent advancement in sustainable product design and utilisation of cutting-edge technologies may serve to enhance their ecological efficacy and appeal to environmentally aware consumers (Nwachukwu, 2023).

Whilst Suvattanadilok's (2020) strategies provide valuable insights into the methods that entrepreneurs may utilise to retain clothing customers in Thailand, it is important to acknowledge that their applicability may not be universal across various types of small clothing startups or different stages of business development. The implementation of strategies in specific business contexts may be influenced by various factors, such as the availability of resources, market positioning, and target customer segments (Pero et al., 2020). Furthermore, the investigation predominantly centres on the preservation of clientele and does not overtly tackle the sustainability predicaments encountered by apparel enterprises in Thailand's swiftly expanding fashion sector. Hence, although Suvattanadilok's methodologies may contribute to comprehending sustainable product development in Thai clothing startups, it is crucial to acknowledge their prospective constraints and tailor them to the particular circumstances of each enterprise, taking into account the distinctive hurdles presented by Thailand's fashion sector and the imperative for sustainable approaches.

Linking the Theories: An Integrated Framework

Despite the fact that the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Suvattanadilok's strategies have been independently scrutinised in the context of sustainable product development in Thai fashion startups, integrating these theories can furnish a more all-encompassing comprehension of the multifarious determinants that impact the entrepreneurs' decision-making process.

The integrated framework posits that the adoption of sustainable practises by entrepreneurs in small clothing startups in Thailand is contingent upon their attitudes towards the costs and benefits of sustainability, their perception of the feasibility and simplicity of implementing pertinent technologies, and the strategic considerations pertaining to customer satisfaction and market positioning. Through comprehending the intricate interplay of these multifaceted factors, entrepreneurs can judiciously deliberate and make informed decisions concerning the integration of sustainable practises within their business operations.

For instance, suppose a small clothing startup entrepreneur in Thailand recognizes the potential benefits of using eco-friendly materials and ethical manufacturing processes in terms of reducing environmental impact and satisfying customer demands for sustainable fashion (a positive attitude towards sustainability). In that case, they may be more likely to invest in technology that enables these practices (perceived usefulness and ease of use). Moreover, by incorporating innovative designs and engaging with customers in a manner that emphasizes their commitment to sustainability, the entrepreneur can maintain a positive brand image and foster customer loyalty, ultimately contributing to the long-term success of the business (strategic considerations).

It is noteworthy that the integration of TRA, TAM, and Suvattanadilok's tactics into a unified framework is not without its constraints. Whilst the integrated framework underscores the multifarious character of the determinants that impact the assimilation of sustainable practises in nascent clothing enterprises, it may not furnish a comprehensive comprehension of the intricate interconnections amidst these determinants. As an illustration, a plethora of extrinsic variables, including but not limited to governmental regulations, market rivalry, consumer behavioural patterns, and socio-cultural milieu, can exert a substantial impact on the cognitive processes of entrepreneurs and the efficacy of their implemented tactics.

Moreover, the framework fails to fully recognise the potential for conflicting objectives that may emerge between profitability and sustainability within the fashion sector. The adoption of sustainable practises may entail certain trade-offs, such as augmented production expenses or protracted lead times, which may potentially affect the profitability of startups. Henceforth, it may be incumbent upon entrepreneurs to reconcile the pecuniary imperatives of their enterprise with ecological and societal factors, thereby rendering the process of decision-making more intricate and arduous.

Hence, despite the integrated framework providing significant perspectives on the determinants that affect the adoption of sustainability in Thai clothing startups, it is crucial to acknowledge the constraints of this methodology and contemplate the wider contextual and industry-specific aspects that may influence sustainable practises in small clothing startups.




CASE STUDIES AND BEST PRACTICES

The innovative utilisation of eco-friendly materials, ethical sourcing, sustainable production processes, and design strategies employed by successful sustainable clothing startups in Thailand are key aspects to be learned. These startups have effectively created products that appeal to consumers. Sari (2021) highlights two prominent instances, namely Siam Organic and Ananta Group, which have attained triumph by prioritising sustainable methodologies in their commercial frameworks.

Siam Organic is a startup that specialises in eco-friendly apparel production. The company utilises organic cotton in its manufacturing processes, thereby guaranteeing minimal ecological footprint while delivering top-notch products to its clientele. By means of their partnership with Thai farmers and their adherence to ethical sourcing practises, they have effectively incorporated social responsibility into their brand identity (Sari, 2021).

Likewise, Ananta Group, a Thai enterprise in the clothing industry, has directed its efforts towards the utilisation of sustainable resources, such as bamboo, hemp, and upcycled textiles, in their product portfolio. Through the implementation of pioneering manufacturing techniques, they strive to minimise the generation of waste and the consumption of energy across their entire supply chain. Furthermore, the organisation prioritises ethical labour standards, guaranteeing equitable remuneration and satisfactory working environments for their labour force (Sari, 2021).

It is noteworthy that every enterprise faces distinctive challenges, and the triumph of aforementioned startups may not be readily reproducible without taking into account the particular context and resources of each business. However, the aforementioned case studies offer significant insights and instructive lessons that other nascent clothing enterprises in Thailand can assimilate in their endeavour towards sustainability (Pereira et al., 2022).

There exist a number of optimal methodologies that may serve as a guiding framework for nascent apparel enterprises in Thailand as they endeavour to cultivate sustainable product development. The implementation of a circular economy strategy is a notable practise that prioritises the development of products and systems that aim to reduce waste, preserve resources, and foster regeneration across their entire lifespan (Bocken et al., 2019). The attainment of this objective can be facilitated by implementing tactics such as devising designs that prioritise longevity, adaptability, fixability, or reusability; embracing production systems that operate in a closed-loop manner; and participating in proficient waste management and extended producer responsibility programmes (Pereira et al., 2022).

The implementation of sophisticated digital technologies, including artificial intelligence, big data analytics, and digital platforms, is considered a noteworthy approach to enhance production processes, optimise resource utilisation, and effectively interact with customers (Pasricha & Charles, 2020). The adoption of such technologies can enable small clothing startups in Thailand to not only mitigate their environmental footprint but also leverage the burgeoning consumer interest in eco-friendly merchandise and sustain their market competitiveness (Sari, 2021).

Incorporating measures of transparency and traceability in supply chains is a critical best practise for achieving sustainability. This is because it enables greater accountability and ethical sourcing, as highlighted by Lai et al. (2018). As per Martínez-Mesa et al. (2020), the utilisation of blockchain technology for the purpose of tracking and validating the source of materials and manufacturing procedures can assist small clothing startups situated in Thailand in upholding ethical standards across their supply chain. This can further enable them to convey their dedication towards sustainability to their consumers.

Nevertheless, the implementation of these optimal methodologies presents certain difficulties, since it frequently necessitates a substantial allocation of resources, the establishment of new partnerships, and organisational change. Hence, it is imperative to foster collaboration among industry stakeholders and establish supportive policies and infrastructure to facilitate the adoption of sustainable product development practises by small clothing startups in Thailand (Pereira et al., 2022).

The aforementioned case studies and best practises offer valuable insights for fledgling apparel enterprises in Thailand that aspire to adopt sustainable product development methodologies. Primarily, it is imperative to adopt inventive and imaginative design methodologies to fabricate commodities that harmonise ecological stability with the requisites of consumers for elegance, excellence, and cost-effectiveness (Suvattanadilok, 2020; Koszewska, 2018). Entrepreneurs must acknowledge the intricacies of attaining sustainability within the fashion industry and the probable compromises between profitability and sustainability, while simultaneously managing environmental, social, and economic factors (Brown & Vacca, 2022; Pero et al., 2020). In addition, it is imperative to secure backing and cooperation from the industry to surmount the obstacles encountered in the adoption of sustainable methodologies, such as restricted resources, market rivalry, and regulatory constraints (Sari, 2021; Pereira et al., 2022). In addition, it is imperative for entrepreneurs to adopt a proactive stance towards consumer engagement by leveraging digital platforms to communicate their sustainability initiatives, fostering trust through transparent and authentic product claims (Martínez-Mesa et al., 2020), and educating consumers on the ecological and societal advantages of sustainable fashion products (Silva & Bonetti, 2021). It is imperative to consistently observe and assess the advancement and efficacy of sustainable methodologies to address the ever-changing fashion industry terrain and accommodate the developing requirements and inclinations of consumers (Suvattanadilok, 2020; Fishbein & Ajzen, 2011).

Whilst sustainability presents a multifaceted and arduous undertaking within the fashion sector, the accounts of prosperous sustainable clothing startups in Thailand, coupled with the optimal methodologies identified herein, offer noteworthy perspectives that can steer other modest enterprises towards a more sustainable trajectory. Small clothing startups in Thailand can play a significant role in the transition of the fashion industry towards a more sustainable and responsible future by acknowledging the significance of innovation, collaboration, and strategic decision-making in addressing the sustainability challenge.


DISCUSSION AND SYNTHESIS

The literature review of sustainable product development in small clothing startups in Thailand has uncovered important findings. The significance of sustainability in the fashion industry has grown due to the rising awareness of environmental and ethical concerns among consumers (Brown & Vacca, 2022). Entrepreneurs must implement sustainable practises to minimise their ecological footprint, fulfil consumer expectations, and sustain their competitive advantage.

Additionally, the integrated framework that combines TRA, TAM, and Suvattanadilok's strategies has offered valuable insights into the various factors that affect entrepreneurs' decision-making processes when it comes to adopting sustainable practises. Academic research suggests that several factors influence the decision to adopt sustainability measures, such as attitudes towards the benefits and costs, perceived usefulness and ease of implementing relevant technologies, and strategic considerations related to customer satisfaction and market positioning (Fishbein & Ajzen, 2011; Davis, 1989; Suvattanadilok, 2020).

The review showed that these theories have limitations when applied to small clothing startups in Thailand. It's important to consider individual differences, organisational factors, and cultural influences when understanding the decision-making process. (Ajzen, 1991; Venkatesh & Bala, 2008; McCoy et al., 2018).

Pereira et al. (2022) have identified several effective approaches and recommendations for sustainable product development in their empirical review. These include the use of eco-friendly materials and ethical sourcing, sustainable production processes and waste management, and innovation and design for sustainability. Technology, specifically AI, big data analytics, digital platforms, and e-commerce, play a crucial role in promoting sustainability in small clothing startups in Thailand (Pasricha & Charles, 2020).

The case studies of sustainable clothing startups in Thailand and sustainable product development best practises offer valuable insights for small businesses seeking sustainability. The lessons cover key topics such as innovation, collaboration, strategic decision-making, consumer engagement, and sustainable practises. These concepts have been highlighted in academic literature by Suvattanadilok (2020), Sari (2021), and Pereira et al. (2022).

The literature review reveals implications for entrepreneurs and stakeholders in small clothing startups in Thailand. Entrepreneurs must acknowledge the increasing significance of sustainability in fashion and integrate sustainable practises into their businesses to meet consumer expectations and remain competitive. Companies must invest in eco-friendly materials, ethical sourcing, and sustainable production processes to offer sustainable products (Brown & Vacca, 2022).

Entrepreneurs should consider utilising digital technologies like AI, big data analytics, and e-commerce to improve their supply chain management, engage customers, and promote sustainability (Pasricha & Charles, 2020). To stay ahead of technological advancements, continuous learning and upskilling are necessary. Collaborating with technology providers and industry stakeholders is also important.

Entrepreneurs should recognise the significance of promoting a culture of innovation and collaboration in their businesses to ensure ongoing enhancement in their sustainability practises (Pereira et al., 2022). To achieve sustainable practises, it is important to engage in open dialogue with stakeholders, including suppliers, customers, and policymakers. This helps to identify growth opportunities and address challenges associated with implementation.

The literature review emphasises the importance of establishing a supportive environment that promotes sustainable practises in the fashion industry in Thailand for stakeholders such as investors, policymakers, and industry associations. To promote sustainability in small clothing startups, incentives can be offered, both financial and non-financial. Additionally, industry stakeholders can collaborate and share knowledge to further this goal (Sari, 2021).

The literature on sustainable product development in small clothing startups in Thailand has provided useful insights, but there are still some gaps and limitations that need to be addressed. Most studies on sustainable practises in fashion focus on big companies, neglecting small startups that face distinct challenges due to their limited resources (Pero et al., 2020). Further research is required to investigate the distinct obstacles and advantages encountered by small clothing startups when adopting sustainable practises. This should consider their individual traits, such as limited resources, market position, and target audience.

Additionally, the framework that integrates TRA, TAM, and Suvattanadilok's strategies highlights the necessity for a more thorough comprehension of the factors that impact the adoption of sustainable practises among small clothing startups in Thailand. Further research could investigate additional theories and models to better comprehend the decision-making process related to sustainability in this context. These may include Fishbein and Ajzen's (2011), Davis's (1989), Venkatesh and Davis's (2000), and Suvattanadilok's (2020) models, which can help capture the intricate interrelationships among these factors and provide a more comprehensive understanding.

There is a need for more research on how cultural factors influence the attitudes and perceptions of technology acceptance among entrepreneurs in sustainable product development, specifically in Thailand (McCoy et al., 2018). Further research could investigate how cultural factors impact the adoption of sustainable practises in Thailand's fashion industry. This could enhance our comprehension of the factors that shape entrepreneurs' decision-making in this field.


CONCLUSION

To sum up, the review of literature has shown that sustainability plays a crucial role in the fashion industry. Entrepreneurs must embrace sustainable practises to meet changing consumer needs and stay competitive. The framework that integrates TRA, TAM, and Suvattanadilok's strategies has given us useful information about the factors that affect the adoption of sustainable practises. It emphasises the significance of attitudes, perceived technology acceptance, and strategic considerations for entrepreneurs. The review recognised the shortcomings of current theories and suggested more research to understand sustainable product development in this setting.

Academic research and case studies have found various effective strategies for promoting sustainability in small clothing startups. These include using eco-friendly materials and ethical sourcing, implementing sustainable production processes and waste management, and incorporating innovation and design for sustainability. Advanced digital technologies such as AI, big data analytics, and e-commerce are essential for improving sustainability in this area.

This literature review has important implications for entrepreneurs and stakeholders in small clothing startups in Thailand. It highlights the importance of innovation, collaboration, and strategic decision-making in addressing sustainability challenges. However, it also acknowledges the limitations and gaps in the existing literature.

Future research could investigate the challenges and opportunities for small clothing startups in implementing sustainable practises. It could also examine how cultural factors shape attitudes and perceptions, and explore the relationship between sustainable practises and financial performance. Studies could investigate the effectiveness of various marketing strategies in promoting sustainable products, the impact of consumer behaviour on sustainability initiatives, and the socio-economic effects of sustainable practises on local communities and the environment.
























Generate a full Harvard references section list for the above write-up