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Despite the fact that the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Suvattanadilok’s strategies have all been independently examined in the context of sustainable product development in Thai fashion enterprises, combining these theories can provide a more comprehensive understanding of the numerous determinants that influence entrepreneurs’ decision-making process.

According to the integrated framework, entrepreneurs in small clothing enterprises in Thailand will adopt sustainable practises based on their attitudes towards the costs and benefits of sustainability, their perception of the feasibility and simplicity of implementing relevant technologies, and strategic considerations pertaining to customer satisfaction and market positioning. Understanding the intricate interplay of these multifaceted factors allows entrepreneurs to deliberate and make informed decisions about incorporating sustainable practises into their business operations.

For instance, suppose a small clothing business owner 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.