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.






Now, As detailed and comprehensive and possible with every detail fact-checked and using the PEEL structure of writing, generate 3.1  and 3.2 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.