I am writing a Post-doctorate level dissertation on “The study of understanding for the sustainability challenge in product development that the small clothing startup business face with their project management in Thailand.”. I am to write a 3000-word literature review. Now, I am to write as I use “Suvattanadilok, M. (2020) Strategies of Entrepreneurs to Maintain Clothing Customers in Thailand. Revista argentina de clínica psicológica. 29(3), 709–.” as a major source.

Now, to get this done, I am using the below structure

1. Introduction
1.1 Background and context of the fashion industry in Thailand
1.2 Importance of sustainability in the fashion industry
1.3 Research gap and objectives of the literature review

2. Theoretical Framework
2.1 Theory of Reasoned Action (TRA)
2.1.1 Overview and relevance to the study
2.2 Technology Acceptance Model (TAM)
2.2.1 Overview and relevance to the study
2.3 Suvattanadilok’s Strategies of Entrepreneurs to Maintain Clothing Customers in Thailand
2.3.1 Overview and relevance to the study
2.4 Linking the theories: an integrated framework

3. Empirical Review
3.1 Thailand’s fashion industry and sustainability challenges
3.2 Entrepreneurial Strategies for Sustainable Product Development
3.2.1 Eco-friendly materials and ethical sourcing
3.2.2 Sustainable production processes and waste management
3.2.3 Innovation and design for sustainability
3.3 Role of Technology in Promoting Sustainability
3.3.1 Artificial intelligence and big data
3.3.2 Digital platforms and e-commerce
3.4 Customer Perception and Desired Attributes in Sustainable Fashion Products

4. Case Studies and Best Practices
4.1 Successful sustainable clothing startups in Thailand
4.2 Best practices in sustainable product development
4.3 Lessons learned from successful implementations

5. Discussion and Synthesis
5.1 Key findings from the literature
5.2 Implications for entrepreneurs and stakeholders
5.3 Gaps and limitations in the existing literature

6. Conclusion
6.1 Summary of main findings
6.2 Recommendations for future research
6.3 Closing remarks




To that effect, i have written the following
1. Introduction

1.1 Background and context of the fashion industry in Thailand

The fashion industry in Thailand has witnessed significant growth over the past few years, with its dynamic and innovative nature contributing to the country’s economy and providing employment opportunities (Suvattanadilok, 2020). However, this rapid growth has raised concerns about the industry’s sustainability, particularly in the area of small clothing startups, as these businesses face various challenges in maintaining profitability while implementing sustainable practices (Pero et al., 2020). Therefore, it is crucial to examine the different approaches that small clothing startups in Thailand can adopt to balance both profitability and sustainability in their product development process.

1.2 Importance of sustainability in the fashion industry

Sustainability has become a growing concern not only for the fashion industry but also for the global community (Botti, 2019). In the context of the fashion industry, sustainability encompasses various aspects, including environmental protection, ethical sourcing, and social responsibility, among others (Brown & Vacca, 2022). With increasing awareness of environmental issues and ethical concerns, consumers are seeking more sustainable alternatives in their clothing choices (Silva & Bonetti, 2021). This trend highlights the need for small clothing startups in Thailand to adopt sustainable practices to reduce their environmental impact, meet customer demand, and maintain a competitive edge in the market.

2. Theoretical Framework

2.1 Theory of Reasoned Action (TRA)

2.1.1 Overview and relevance to the study

The Theory of Reasoned Action (TRA), developed by Ajzen and Fishbein (1980), posits that an individual’s behavior is determined by their intention, which, in turn, is influenced by two factors: attitude towards the behavior and subjective norms. This theory can be applied to understand the decision-making process of small clothing startups in Thailand regarding the adoption of sustainable practices within their product development process.

In the context of this study, the attitude of entrepreneurs towards sustainability would encompass their evaluation of the benefits (e.g., reduced environmental impacts, customer satisfaction, competitive advantage) and costs (e.g., increased production costs, potential trade-offs) associated with incorporating sustainable practices in their product development. Additionally, the subjective norms would refer to the perceived social pressure experienced by these entrepreneurs to adopt sustainable practices, which could stem from various sources, such as customers’ preferences, industry standards, and governmental regulations (Fishbein & Ajzen, 2011).

By applying the TRA framework, this literature review aims to examine how the attitudes and subjective norms of entrepreneurs influence their intention to adopt sustainable practices in their small clothing startups in Thailand. Understanding these factors can be beneficial in formulating strategies to promote sustainable product development and effectively address the challenges faced by these businesses.

2.1.2 Critical analysis

Although TRA can offer valuable insights into the decision-making process of small clothing startups in Thailand regarding sustainability, it has its limitations. For instance, TRA assumes that individuals make rational decisions, considering the potential consequences of their actions (Fishbein & Ajzen, 2011). However, in reality, decision-making is often influenced by various cognitive biases and external factors that may not necessarily align with rational choice theory (Kahneman, 2011). Additionally, TRA does not take into account the role of individual differences, such as personality traits, past experiences, and cultural background, which could significantly influence the attitudes and subjective norms of entrepreneurs in the context of sustainable product development (Ajzen, 1991). Therefore, while the TRA provides a useful starting point for understanding entrepreneurial decision-making around sustainability, it is essential to consider the potential limitations in its application to the context of small clothing startups in Thailand.

2.2 Technology Acceptance Model (TAM)

2.2.1 Overview and relevance to the study

The Technology Acceptance Model (TAM), proposed by Davis (1989), posits that an individual’s acceptance of a specific technology is primarily determined by two factors: perceived usefulness (PU) and perceived ease of use (PEOU). TAM has been widely used across different industries, including the fashion sector, to understand the factors that influence the adoption of technology to promote sustainable practices (Venkatesh & Davis, 2000). In the context of small clothing startups in Thailand, TAM can be employed to examine how the perception of usefulness and ease of use of various technologies may impact the adoption of sustainability initiatives, such as digital platforms for eco-friendly product design and manufacturing.

For instance, if entrepreneurs perceive a specific technology as valuable in achieving their sustainability goals (e.g., reducing waste, lowering energy consumption, improving ethical sourcing) and easy to implement within their existing processes, they are more likely to adopt that technology. This, in turn, could facilitate the development of sustainable products and promote more environmentally friendly practices in the Thai fashion industry (Kim & Kim, 2020).

2.2.2 Critical analysis

While TAM provides a useful framework for understanding the role of technology in promoting sustainability among small clothing startups in Thailand, it also has some limitations. For example, TAM primarily focuses on the individual entrepreneur’s perspective, overlooking the role of organizational factors (e.g., organizational culture, resource availability, management support) that may significantly influence technology adoption and sustainable product development (Venkatesh & Bala, 2008). Furthermore, the applicability of TAM in the cross-cultural context is still being debated, as cultural factors may influence the perception of usefulness and ease of use of technology in different contexts (McCoy et al., 2018). Therefore, while TAM can offer valuable insights into the role of technology in promoting sustainability in Thai clothing startups, it is essential to consider these limitations and acknowledge the influence of contextual factors on technology adoption and sustainable product development decisions.

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

2.3.1 Overview and relevance to the study

Suvattanadilok (2020) conducted a comprehensive study on the strategies that entrepreneurs in Thailand can adopt to maintain their clothing customers. The study identified four key strategies: product differentiation, continuous innovation, customer engagement, and brand image management. According to Suvattanadilok, incorporating sustainable practices into the product development process and addressing the environmental concerns of their customers without compromising on quality and style are essential factors for small clothing startups to remain competitive in the market.

These strategies can be particularly relevant for small clothing startups in Thailand aiming to balance profitability and sustainability in their product development initiatives. For instance, focusing on eco-friendly materials, ethical manufacturing practices, and effective waste management as part of product differentiation could enable these businesses to cater to the evolving demands of customers who seek sustainable fashion alternatives (Pereira et al., 2022). Moreover, continuous innovation in sustainable product design and use of advanced technologies could further help improve their environmental performance and attract environmentally conscious consumers (Nwachukwu, 2023).

2.3.2 Critical analysis

Although Suvattanadilok’s (2020) strategies offer valuable insights into the approaches that entrepreneurs can employ to maintain clothing customers in Thailand, they may not be universally applicable across different types of small clothing startups or different stages of business growth. For example, factors such as resource availability, market positioning, and target customer segments may influence the extent to which these strategies can be implemented effectively in specific business contexts (Pero et al., 2020). Moreover, the study largely focuses on customer retention and does not explicitly address the sustainability challenges faced by clothing startups in Thailand’s rapidly growing fashion industry. Therefore, while Suvattanadilok’s strategies can inform the understanding of sustainable product development in Thai clothing startups, it is important to recognize their potential limitations and adapt them to the specific circumstances of individual businesses, considering the unique challenges posed by Thailand’s fashion industry and the need for sustainable practices.

2.4 Linking the theories: an integrated framework

2.4.1 Combining TRA, TAM, and Suvattanadilok’s strategies

Although the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Suvattanadilok’s strategies have been individually examined in relation to sustainable product development in Thai fashion startups, integrating these theories can provide a more comprehensive understanding of the multi-faceted factors influencing the entrepreneurs’ decision-making process.

2.4.2 Application of the integrated framework

The integrated framework suggests that entrepreneurs’ decisions to adopt sustainable practices within their small clothing startups in Thailand are influenced by (a) their attitudes towards the benefits and costs associated with sustainability, (b) their perception of the usefulness and ease of implementing relevant technologies, and © the strategic considerations related to customer satisfaction and market positioning. By understanding the interplay of these factors, entrepreneurs can make informed decisions regarding the adoption of sustainable practices in their businesses.

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).

2.4.3 Critical analysis

However, it is important to note that the integration of TRA, TAM, and Suvattanadilok’s strategies into a single framework is not without its limitations. Although the integrated framework highlights the multi-faceted nature of the factors that influence the adoption of sustainable practices in small clothing startups, it may not provide a complete understanding of the complex interrelationships among these factors. For instance, various external factors, such as government policies, market competition, consumer behavior trends, and socio-cultural context, can significantly influence the entrepreneurs’ decision-making process and the effectiveness of the applied strategies.

Furthermore, the framework does not fully acknowledge the potential conflicting goals that can arise between profitability and sustainability in the fashion industry. Adopting sustainable practices may involve trade-offs, such as increased production costs or longer lead times, which could impact the startups’ profitability. Consequently, entrepreneurs may be required to balance the financial objectives of their business with environmental and social considerations, making the decision-making process more nuanced and difficult.

Therefore, while the integrated framework offers valuable insights into the factors influencing sustainability adoption in Thai clothing startups, it is essential to recognize the limitations of this approach and consider the broader contextual and industry-specific factors that can impact sustainable practices in small clothing startups.


3. Empirical Review

3.1 Thailand’s fashion industry and sustainability challenges

Thailand’s fashion industry is characterized by a diverse range of products, including both designer and mass-produced garments, with a significant emphasis on traditional craftsmanship and innovative designs (Suvattanadilok, 2020). However, the rapid growth of the industry has led to several sustainability challenges, such as environmental pollution from textile production, the use of non-renewable materials, and the exploitation of workers in supply chains (Phan, 2019). This has resulted in an increasing demand for sustainable alternatives, highlighting the need for small clothing startups in Thailand to develop more eco-friendly products and adopt ethical business practices (Sajjad et al., 2020).

One of the significant challenges facing the Thai fashion industry is resource consumption and waste generation, particularly in regard to material, water, and energy use (Barnes & Lea-Greenwood, 2020). For instance, the production of synthetic fibers, such as polyester and nylon, requires a significant amount of fossil fuels and contributes to greenhouse gas emissions (Petit et al., 2020). Moreover, the dyeing and finishing processes of textiles often involve the use of toxic chemicals, leading to water pollution and the depletion of water resources (Meng et al., 2019). In this context, small clothing startups in Thailand need to carefully consider the materials they use and implement sustainable production processes to minimize their environmental impact (Sari, 2021).

Another challenge faced by the Thai fashion industry is the ethical concerns associated with labor practices. Many factories in the industry have been reported to exploit workers, with issues such as low wages, excessive working hours, and poor working conditions (Ciasullo et al., 2020). This has led to an increased awareness among consumers about the importance of ethical labor practices, with many demanding greater transparency in supply chains (Kozlowski et al., 2022). To address these concerns, small clothing startups in Thailand need to establish ethical sourcing policies and ensure fair treatment of their workers to meet customer expectations and maintain their reputation (Kim & Choi, 2020).

3.2 Entrepreneurial Strategies for Sustainable Product Development

Given the challenges discussed above, small clothing startups in Thailand face increasing pressure to adopt sustainable practices throughout their product development process. This section will explore various strategies that entrepreneurs in the Thai fashion industry can adopt to promote sustainability, including eco-friendly materials and ethical sourcing, sustainable production processes and waste management, and innovation and design for sustainability.

3.2.1 Eco-friendly materials and ethical sourcing

The choice of materials has a significant impact on the sustainability of clothing products, as it influences their environmental footprint throughout the entire product lifecycle (Koszewska, 2018). For instance, natural fibers such as organic cotton, hemp, and linen are more sustainable alternatives to synthetic fibers, as they are biodegradable, renewable, and require less energy and water to produce (Joung et al., 2021). Similarly, the use of recycled materials, such as recycled polyester or regenerated cellulose fibers, can help reduce waste and resource consumption (Pereira et al., 2022).

However, it is important to note that selecting eco-friendly materials is only one aspect of achieving sustainability in the fashion industry. To truly address the environmental and social challenges, small clothing startups in Thailand must also ensure ethical sourcing and fair labor practices throughout their supply chains. This includes establishing transparent and traceable sourcing policies, collaborating with suppliers who share the same sustainability values, and actively monitoring compliance with ethical standards (Lai et al., 2018). While adopting eco-friendly materials and ethical sourcing practices may involve higher initial costs and more complex supply chain management, these strategies can result in long-term benefits for both the businesses and their customers, such as enhanced brand reputation, customer loyalty, and reduced environmental impact (Ciasullo et al., 2020).

3.2.2 Sustainable production processes and waste management

To minimize the environmental footprint of their products, small clothing startups in Thailand need to adopt sustainable production processes, focusing on reducing waste, energy consumption, water use, and chemical pollution (De Jesus & Mendonca, 2018). For example, implementing closed-loop production systems, where waste and by-products are recycled or reused within the production process, can help conserve resources and reduce pollution (Pereira et al., 2022).

Moreover, small clothing startups can implement various waste management strategies to reduce the volume of waste generated during the production process, such as optimizing patterns, using zero-waste cutting techniques, or repurposing textile scraps for other products (Kim & Yi, 2019). In addition, adopting eco-friendly dyeing and finishing techniques, such as digital printing or natural dyes, can help minimize the use of hazardous chemicals and water (Meng et al., 2019).

However, adopting sustainable production processes and waste management strategies may require significant investment in new technologies, equipment, and employee training. Additionally, small clothing startups may face challenges in sourcing eco-friendly materials or accessing sustainable supply chain partners, due to limited resources and a lack of industry support (Ciasullo et al., 2020). Therefore, collaboration amongst industry stakeholders and the development of supportive policies and infrastructure are critical to overcoming these challenges and promoting sustainable production processes within the Thai fashion industry (Sari, 2021).

3.2.3 Innovation and design for sustainability

Innovation plays a crucial role in promoting sustainability within the fashion industry, as it enables entrepreneurs to develop novel solutions to address environmental challenges and meet customer demand for sustainable products (Pereira et al., 2022). For small clothing startups in Thailand, this can include adopting innovative design approaches that prioritize sustainability, such as designing for durability, modularity, reparability, or recyclability (Koszewska, 2018). Moreover, investing in research and development can help businesses discover new, eco-friendly materials and production technologies, enabling them to differentiate themselves in the market and cater to the evolving needs of customers (Nwachukwu, 2023).

Furthermore, digital technologies, such as artificial intelligence and data analytics, can enable small clothing startups to optimize their production processes and supply chains, resulting in reduced waste and improved resource efficiency (Jia et al., 2019). In addition, the rise of e-commerce platforms and digital marketing channels can help businesses reach a wider audience and promote sustainable fashion practices among consumers (Kim & Kim, 2020).

However, the adoption of innovative design approaches and technologies may present challenges for small clothing startups in Thailand, as they often require investment in new equipment, employee training, and research activities (Pero et al., 2020). Moreover, entrepreneurs may face difficulties in balancing the need for novelty and style with the principles of sustainability, particularly when it comes to consumer preferences and market trends (Kim & Choi, 2020). Therefore, fostering a culture of innovation and collaboration within the industry, as well as developing supportive policies and infrastructure, is essential to overcome these challenges and promote sustainable product development amongst small clothing startups in Thailand (Sari, 2021).

3.3 Role of Technology in Promoting Sustainability

3.3.1 Artificial intelligence and big data

The integration of artificial intelligence (AI) and big data analytics within the fashion industry has a significant potential for promoting sustainability, particularly in the areas of product design, supply chain management, and customer engagement (Pasricha & Charles, 2020). For example, AI-powered design tools can help small clothing startups to optimize patterns, minimize waste, and identify eco-friendly materials that match their design specifications (Craik, 2021). Moreover, AI and big data can facilitate better inventory management, forecasting demand, and identifying potential sustainability improvements throughout the supply chain, thereby reducing overproduction, waste, and resource consumption (Zarro et al., 2019).

However, the implementation of AI and big data analytics in small clothing startups may present challenges, as it often necessitates investment in new hardware, software, and personnel expertise (Hummels, 2018). Moreover, the acquisition and management of data, particularly with regards to customer preferences and industry trends, may raise concerns related to privacy, security, and regulatory compliance (Jia et al., 2019). Therefore, while the adoption of AI and big data technologies can offer significant sustainability benefits for small clothing startups, it is essential to carefully consider the costs, risks, and ethical implications involved in its implementation (Pasricha & Charles, 2020).

3.3.2 Digital platforms and e-commerce

The rapid growth of digital platforms and e-commerce in recent years has created new opportunities for small clothing startups in Thailand to promote sustainable practices and reach a wider audience (Kim & Kim, 2020). For example, digital communication channels, such as social media and content marketing, can enable businesses to engage with their customers and raise awareness about their sustainability initiatives (Martínez-Mesa et al., 2020). Moreover, e-commerce platforms can facilitate the sale of sustainable products and services directly to consumers, bypassing traditional retail channels and reducing associated environmental impacts, such as transportation and energy consumption (Molla & Heeks, 2020).

However, the increasing reliance on digital platforms also poses challenges to sustainable fashion, particularly with regards to the environmental and social implications of e-commerce (Sarkis et al., 2021). For instance, the rise of online shopping has increased the demand for packaging materials and transportation, resulting in higher carbon emissions and waste generation (Gupta et al., 2020). Furthermore, the ubiquity of digital communication channels has contributed to the proliferation of fast fashion trends and unsustainable consumption patterns, undermining the goals of sustainability (Park et al., 2022).

Therefore, small clothing startups in Thailand must carefully consider the potential advantages and disadvantages of utilizing digital platforms and e-commerce in their quest for sustainability. To leverage the benefits of these technologies, they can adopt innovative online marketing strategies to communicate their sustainability credentials, promote transparency in supply chains, and facilitate customer engagement in sustainable fashion practices. In addition, businesses should consider implementing eco-friendly packaging and shipping alternatives to minimize the environmental impact of their e-commerce operations (Martínez-Mesa et al., 2020).

3.4 Customer Perception and Desired Attributes in Sustainable Fashion Products

3.4.1 Changing Consumer Perceptions

In recent years, there has been a notable shift in consumer perceptions towards sustainable fashion, with an increasing number of customers expressing their concerns for the environment and ethical issues (Silva & Bonetti, 2021). These changing perceptions are driven by various factors, such as increased awareness of the fashion industry’s impact on the planet, growing demand for transparency and authenticity in product claims, and a desire to align personal values with consumption choices (Csutora et al., 2020). As a result, small clothing startups in Thailand must adapt to these evolving consumer preferences by offering products that meet the desired attributes of sustainability, such as eco-friendly materials, ethical production practices, and innovative design solutions (Suvattanadilok, 2020).

3.4.2 Key Attributes in Sustainable Fashion Products

According to recent studies, the desired attributes in sustainable fashion products can be broadly categorized into environmental, social, and economic dimensions (Niinimäki et al., 2020). From an environmental perspective, consumers value products that are made from eco-friendly materials, such as organic cotton or recycled fibers, and involve sustainable manufacturing processes, such as reduced water and energy consumption, minimal waste generation, and non-toxic dyes (Brown & Vacca, 2022). In terms of social attributes, customers prioritize products that are manufactured under ethical labor practices, ensuring fair wages, decent working conditions, and respect for workers’ rights (Kim & Choi, 2020).

Furthermore, from an economic standpoint, consumers are increasingly seeking products that offer value for money and longevity, with an emphasis on durability, quality, and timeless designs (Pereira et al., 2022). However, achieving the right balance between affordability and sustainability can pose a challenge for small clothing startups, as sustainable production practices and materials often entail higher production costs (Pero et al., 2020). Consequently, startups may need to be innovative in their design and production processes to minimize costs while still maintaining a strong focus on sustainability (Suvattanadilok, 2020).

3.4.3 Overcoming Barriers to Sustainable Consumption

Despite the growing demand for sustainable fashion products, several barriers impede their widespread adoption among consumers, such as price premiums, lack of information and awareness, limited availability, and perceived trade-offs between sustainability and style (Silva & Bonetti, 2021). To overcome these barriers, small clothing startups in Thailand should adopt various strategies, such as educating consumers about the environmental and social benefits of their products, using effective storytelling and transparent communication (Martínez-Mesa et al., 2020); offering a wide range of sustainable alternatives, catering to different price segments and consumer preferences (Kim & Choi, 2020); and collaborating with other industry stakeholders, such as suppliers, retailers, and policymakers, to create a supportive ecosystem that enables sustainable consumption in the fashion industry (Pereira et al., 2022).

However, it is critical to recognize that consumer behavior is complex and subject to various factors, such as personal values, social norms, and situational influences (Fishbein & Ajzen, 2011). Therefore, while the strategies discussed above can help address some of the barriers to sustainable consumption of fashion products, it is vital for small clothing startups in Thailand to continually monitor and adapt to changing consumer preferences and market trends to ensure their sustainability efforts remain effective and relevant (Suvattanadilok, 2020).





Now, As detailed and comprehensive and possible with every detail fact-checked and using the PEEL structure of writing, generate 4.1, 4.2 and 4.3 in not less than 1000 words, ensuring all of the following:
1. The PEEL structure of writing must be very obvious in each paragraph.
2. Ensure the essay follows the progression stated in the introductory paragraph
3. It presents a critical analysis using words like however, although, therefore, this is why, similarly, in contrast: After presenting ideas (yours and the scholarly ones), try to show the WHY, and HOW, showing examples tp support your points. Another strategy is to compare and contrast the strengths and weaknesses of the different scholarly ideas then come with your stance
4. Accurate in-text citation references everywhere necessary, using only sources later than 2018.