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. By combining these theories, the integrated framework acknowledges that attitudes and subjective norms (TRA), perceived usefulness and ease of use of technology (TAM), and entrepreneurial strategies for maintaining customers (Suvattanadilok) all contribute to the adoption and success of sustainable practices in small clothing startups in Thailand.

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