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 on this to which effect i have written the following.

LITERATURE REVIEW
ON
SUSTAINABILITY AND FASHION:
TOWARDS CUSTOMER ADOPTION OF SUSTAINABLE CLOTHING IN THE NIGERIAN RETAIL INDUSTRY


PREAMBLE
A survey of the literature and the investigation’s theoretical underpinnings are presented in this chapter. The goal of this chapter is to evaluate pertinent studies on “Sustainability and Fashion: Towards Customer Adoption of Sustainable Clothing in the Nigerian Retail Industry.” This evaluation of the literature will be built upon the study themes indicated in Chapter 1. The literature is examined thoroughly, assuring presenting coherence and clarity. This chapter analyses the literature using a range of magazines, books, and other pertinent sources.
CONCEPTUAL FRAMEWORK OF THE STUDY
Fashion as a concept: Thanks to the fashion system, everything that considered fashion is readily available and connected (Botti, 2019, p.10). The textile and garment business, one of the biggest industrial sectors in the world, consumes a lot of resources and is a major cause of environmental issues (Akrout and Guercini, 2022, p.4). The industry has transformed society, contributed economic and material value to individuals, and become a popular research topic, particularly in the contemporary technological era (Botti, 2019, p.19). The term “fashion” refers to how numerous groups develop their own individual habits and trends over time (Brown and Vacca, 2022, p.590). It generates new garments as a result of the quickly shifting market demands, making it a profitable study subject (Botti, 2019, p.11).
Botti (2019, p.20), the worldwide fashion industry generates $3000 billion annually, or 2% of the GDP. Long-term fashion retail networks can now be formed globally, thanks to technological improvements and the internet, which has replaced some of the traditional shop patronage (Bulović and Čović 2020, p.151). As a result, it is essential to incorporate sustainability into the fashion sector. Xue, Parker, and Hart (2019, p.25), the term “fashion” refers to an idea that is broadly accepted by committees, classes, or groups of people and is driven by marketing features such as poor predictability, high impulse purchases, a short life cycle, and strong market demand favour. It has a significant impact on how quickly people in developed and developing nations adopt sustainable lifestyles.
Gam and Banning (2020, p.151) claim that the fashion business uses a lot of resources, has extensive networks of supply chains, and has short cycles for production and consumption. Although it is significant to many parties in the fashion business and the country as a whole, it is not without flaws. First, the use of pesticides during agriculture, textile dyeing or surface treatments, labour exploitation, and other social concerns within the supply chain have an impact on purchasers’ views and recommendations of sustainable apparel in the nation (Xue et al., 2019, p. 30; Kar, Choudhary and Singh 2022, p.129).
Today, defining trends is a difficult undertaking. Fundamentally, trends are extremely complicated mechanisms that reflect shifts in the societal, political, and economic environments. The changing social, economic, political, and cultural landscape is reflected in fashion itself. It represents the spirit of the era while expressing modernism. It is now the brand that commands attention rather than the goods itself. In order to explain sustainability and fashion: Towards customer adoption of sustainable clothes in the Nigerian retail business, the theory of reasoned action (TRA) and the technology acceptance model (TAM) are used. Theoretical framework is a collection of theories-based concepts connected in various ways. The use of theories helps to explain why things are the way they are. It represents a common perspective on nature and the environment.
According to Silva and Bonetti (2021, p.125), theories work best when they are applied frequent because they help us ask the proper questions and provide the right answers. Individual acceptance behaviour was described using the theory of reasoned action (TRA), which was also utilised to create the technological acceptance model (TAM). Here is an overview of Ajzen’s idea of reasoned action in 1991. One’s intention, or what they intend to do or not do, is the element that directly influences behaviour the most. The two aspects that influence behaviour are attitude (one’s evaluation of one’s actions) and subjective norm (one’s evaluation of what other people think is crucial to do), either of which may have the most influence on any particular situation.
This is often supported by empirical data from multiple regression studies in which behavioural intention is regressed on to attitude and subjective norm. The conduct is believed to be more under attitudinal control than normative control if the outcome has a bigger attitude than the subjective norm beta weight; in contrast, if the opposite is true, the action is believed to be more under normative control than attitudinal control.
To modify conduct, researchers must first comprehend the variables that influence attitudes or the subjective norm, as the case may be. Behavioural beliefs, which comprise views on the possibility of various outcomes and how good or unfavourable those outcomes may be, have an impact on a person’s attitude. Subjective norm is influenced by one’s perceptions of what particular significant individuals believe one should do and by their level of motivation.

It is asserted that summative processes determine a norm that is subjective as well as an attitude. It is therefore anticipated that individuals will contribute normative belief-motivation to comply goods rather than behavioural belief-evaluation goods to form attitudes in order to establish subjective norms. This hypothesis contends that sustainable clothing practices in Nigeria’s retail sector may have an impact on consumers’ decisions and actions to adopt sustainable apparel. Customers might be encouraged to change to a healthier lifestyle before spending money on eco-friendly fabric for garments as a result. Therefore, adopting the kind of humane and professional behaviour that consumers expect from businesses that specialise in producing sustainable clothing materials in the country’s fashion industry would result in the implementation of proactive measures on how to improve the production and acceptance of sustainable clothing practices by customers in the Nigerian retail industry, especially in the Post-Covid-19 era.
Researchers have long predicted how particular customers will utilise and embrace information systems and technology using the Technology Acceptance Model of Davis in 1989. Perceived utility and ease of use are significant elements in computer usage, according to the TAM model. Using a unique application system may make it simpler for customers to access fashionable, eco-friendly apparel. This illustrates that if technology were to be used to ensure that trendy clothing materials have sustainability attributes, are easy to use, and give concrete benefits to experience, the demand for sustainable fashion materials in Nigeria’s retail industry would increase. These two variables are affected by external events (Kim and Suh, 2022, p.14423).
They created the Unified Theory of Acceptance and Use of Technology (UTAUT) Model in an article that was published in MIS Quarterly. According to Kar, Choudhary, and Singh (2022, p.129), the external factors that are most requent observed are those that are influenced by society, culture, and politics. Adeaola et al. (2023, p.15) define social components as things like abilities, encouraging environments, and language. The user’s attitude towards using a particular information system application is defined as the user’s perspective on the potential benefits derived from doing so, according to Mazzarella, Storey, and Williams (2019, p.826). The model that was initially proposed has changed as a result of numerous investigations. The Theory of Planned Behaviour and the Technology Acceptance Paradigm are combined into one paradigm by Taylor and Todd in their 1995 original presentation of the TAMTPB model. TAM2, an improved version of TAM that included new variables to the older model, was introduced by Venkatesh and Davis in 2000.
According to the UTAUT paradigm, the two factors influencing actual usage behaviour are intention and facilitating conditions. The three main factors that directly influence usage intention are performance expectations, effort expectations, and social influence. As a result, the diffusion of innovation (DOI) paradigm is used more and more. There are four key components to the DOI. According to Kar, Choudhary, and Singh (2022, p.127) time, social structure, inventors, and communication channels are all significant elements.
According to Adeaola et al. (2023, p.17), there was a statistically significant association between perceived usefulness and bahavioural intention among users who were goal directed. A person’s decision to use drugs may be influenced by voluntariness, according to a 2003 study by Sun and Zhang. The study combined the Theory of Planned Behaviour, the Theory of Perceived Risk, and the Theory of Perceived Reward to better comprehend the topic.
Academics from around the world have used TAM to learn more about the deployment of various information system types. In order to forecast the acceptability of e-commerce, Pavlou developed a model in 2003 that included additional variables including perceived risk and trust. He developed a model to comprehend the acceptability of internet in Finland, and they discovered that a significant factor was people’s perceptions of its knowledge and usefulness. The adoption of e-services is substantially influenced by the acceptance pattern and the function of online self-efficacy, according to the hypothesis advanced by Hsu and Chiu. This study employed a model based on TAM and TPB to more thoroughly examine the adoption of mobile services. They claim that perceived utility is the most important consideration.
Artificial Intelligence (AI) and the Fashion Industry
Due to make dynamic in consumer behaviour, innovation, and taste, the retail market for sustainable clothing in Nigeria is continually changing (Bulović and Čović 2020, p.151). According to Polese, Ciasullo, and Maione (2019, p.154), when sustainability is effectively applied, the fashion sector can adopt best business practices. This is done in order to stimulate innovation in a broad sense. Therefore, employing sustainable practices can benefit the operations, processes, services, and supply and demand dynamics of the Nigerian fashion sector (Adams et al., 2016, p.). This has made one of the oldest industries in human history, fashion, quite dynamic and prone to change in response to consumer needs, fashion trends, and cultural preferences.
According to Xue, Parker and Hart (2019, p. 29), manufacturers and sellers of sustainable fashion clothes in the Nigerian retail sector must be knowledgeable about the use of artificial intelligence in order to encourage customers’ continuing adoption and purchase of suggested items. Investing in artificial intelligence, according to Xue, Parker, and Hart (2020, p. 30), can significantly boost the performance of Nigeria’s fashion industry by boosting consumer adoption of sustainable apparel products in the retail sector. The country’s fashion industry would benefit from this in a number of ways, including preserving its competitive edge and drawing in more clients.

The Nigerian fashion industry has created and incorporated the AI retailing system to capture the interest of the majority in the market for sustainable apparel items. The fashion industry needs to evolve as society adopts new technologies. For example, sustainability has received ongoing attention over the past ten years across all product categories (Silva and Bonetti, 2021, p.125), particularly in the textile and apparel sector (Pero, Arrigo, and Fionda-Douglas, 2020, p.5843).
Big data is an effective technological application that can be used to persuade workers to adopt and practice sustainable behaviours, such as reducing chemical compounds typically used in the past, reducing noise produced by machines in plants, increasing energy efficiency, and improving conditions for involuntary workers. However, several research (Xue et al., 2020, p.31) have demonstrated that challenges brought on by the online selling of fashion items, such as clothing, have had a negative rather than a positive influence on consumers’ acceptance of suggested sustainable clothing goods.
Because consumers’ purchase intentions are influenced by social and psychological factors, implementing an artificial intelligence retail strategy in the Nigerian retail sector without understanding or paying attention to those factors will have a negative effect on sales. Researchers from Xue et al. (2019, p.30) and Mandari, Hunjet, and Vukovi (2022, p.176), respectively, found that customers’ purchases of sustainable clothing in the Nigerian retail industry were influenced by hedonic considerations, ease (friendly-user interface and easy process), and entertainment.
The most significant factors were found to be hedonistic.
According to Campos, Hussain, and McColl (2020, p.58), businesses that specialise in the manufacturing of sustainable clothing materials must promote the adoption of certain sustainable practises in order to increase their competitiveness and obtain an advantage over their rivals in the same industry. This is brought on by the unique characteristics of the sector as well as the market’s increased complexity, dynamism, and uncertainty. According to Bulović and Čović (2020, p.151), businesses that specialised in producing sustainable apparel can learn from the market by utilising and exploring new prospects. This will allow them to manage sustainability as a strategic lever to retain their current clientele and draw in new ones by utilising emerging technology.
Artificial Intelligence (AI) role towards Customer Adoption of Sustainable Clothing in the Nigerian Retail Industry
The acceptance of search engines like Google and others as well as the advent of “Mass Digitalization” have had a big influence and will continue to have a big impact on society and the economy. The rapid growth of data quantities is influenced by “AI,” a term used to describe the connection of technologies that do not require human interaction. A company’s worth can increase when information is arranged and used to produce knowledge (Nwachukwu, 2023, p.51). As shown by Laney’s “3Vs” model, which portrays the three-dimensional rise in volume, speed, and variety of data in a constantly faster and more consistent manner (Pereira et al., 2022, p.189) there is now greater access to massive volumes of information on people, things, and interactions.
In the modern day, big data is defined by its quantity, diversity, variability, value, and complexity, all of which pose a variety of challenges. The potential for a large shift in human culture is present in the strategic acquisition, communication, aggregation, storage, and analysis aspects of AI’s impact on customer adoption of sustainable clothes in Nigeria’s retail industry.
According to Candeloro (2020, p.95), AI can also significantly advance the creation of better products and services that might be utilised to produce environmentally friendly clothing materials for the general public.

Furthermore, according to Pérez-Pérez, Fraile, and Stracuzzi (2021, p.189), the effective use of cutting-edge IT tools like big data and artificial intelligence can enable the implementation of numerous positive sectors for human civilisation. When it comes to moving all data to a new environment for AI management and deployment, big data may also be able to assist businesses in the Nigerian fashion sector in determining the optimum way for managing and implementing technology (Nwachukwu, 2023, p.44). The new big data-based business intelligence may also be helpful for carrying out all studies, models, and investigations into customer acceptability of sustainable clothes in Nigeria’s retail sector (Solino et al., 2020, p.169).
EMPIRICAL REVIEW
The adoption of green practices and an improvement in supply chain and individual actor performance were found to be positively correlated by Bulović and Čović (2020, p.151), who investigated studies on the integration of sustainability and the fashion supply chain (FSC). Additionally, they offered a framework for classifying sustainable practices in terms of goods, procedures, or supply chains. A few years later, Solino et al. (2020, p.169) proposed an overview of the sustainable business practices adopted by companies in this context. They emphasised the importance of companies demonstrating their willingness and activity to improve their environmental performance, even if this only happens in more industrialised nations.
In this case, the work of Akrout and Guercini (2022, p.95) is important. Analytic Hierarchy Process (AHP) methodology was used to evaluate the risk connected to introducing green practices in FSCs. In this assessment, three sustainable practices were examined: using sustainable resources to make apparel; cutting back on CO2 emissions during distribution; and reducing packaging-related pollution. The outcomes demonstrated that the first practice proved to be the most dangerous.
In 2022, Brown and Vacca (2022, p.590) conducted another insightful analysis on the existing, unsustainable fast fashion business, demonstrating its harmful repercussions. The risks for the environment and society as a whole are significant and present throughout the entire chain, beginning with the water-intensive cotton cultivation, the release of dyes into local water sources, and the low wages a worker receives. Despite its contribution to the democratisation of fashion. When safety measures for the environment and human health are insufficient in low- and middle-income (LMIC) nations, this is compounded in plain sight (in this context, the issue of production outsourcing is discussed).
The implementation of CSR within the fashion industry (Pero, Arrigo, and Fionda-Douglas, 2020, p.5843), sustainability governance for an FSC with fast fashion characteristics (Kim and Kim, 2020), or consumer behaviour towards eco-fashion (Brown and Vacca, 2022, p.590) are other significant topics covered in the literature. These topics revealed a conflicted relationship between a customer who is aware of environmental issues but reluctant to buy sustainable fashion products.
Be aware that most articles that paused the sustainability screening began by discussing the environment before moving on to discuss economic and social issues, which turned out to be poorly understood and researched (Tabaldi, et al., 2021, p.113). In a cursory review of research addressing sustainability in the FSC, it is significant to note that no empirical contributions in the form of company survey data were reported; this is the gap that this study seeks to partially fill. Consumer opinions towards sustainable fashion are the sole subject of survey research (e.g., Gazzola et al., 2020, p.29), who found that the Z generation in particular is well aware of these issues)






Now, I am to rewrite is in line with the following instructions

Thing needed to be changed
- Have to change it to Thailand instead of Nigeria
- focus more on how the seller approaches, not customers
Also, 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.








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.