RM302E_1

Bachelor Dissertation

International Bachelor Program in Management

Specialization Track : Sales and Marketing

Title : “ Exploring opportunities for sustainable brand and business growth in Thailand
: The case of fashion industry”

Pawarisa Wattanakul
Email : pawarisa.wattanakul@rennes-sb.com

Submission date: May 10,2022

Supervisor : Clément LONGONDJO

 Abstracts

Sustainable market is one of the most attractive markets for the people to invest in as
people turn to get more interested in the sustainable product. In this research paper The author
aims to have a deeper understanding on sustainable markets by investigating 1.Fashion industry
in Thailand, 2. The negative impact toward the environment caused by the fashion industry, 3.
Sustainable trends in Thailand, and 4. How consumer behavior changes toward the sustainable
product. By seeing the rapid change in the rapid change in the sustainable market around the
world, the author believes that this study could help the author to have a clear picture of the
market gap in the sustainable market especially in the fashion industry.

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Table of contents

Abstracts 2

Table of contents 3

Chapter 1: Introduction 4
1.1 Research background 5
1.2 Objective 5

Chapter 2: Literature review 6

2.1 Environmental Problems 6
2.1.1 Environmental pollution 6
2.1.1.1 Water pollution 6
2.1.1.2 Air pollution 7
2.1.1.3 Waste and sewage pollution 7
2.1.1.4 Climate change 7
2.1.1.5 global warming 8
2.1.1.6 Greenhouse gas 8
2.2 Sustainability 9
2.2.1 Why sustainability is important 9
2.3 Fashion 9
2.4 Sustainable brand 9
2.5 Sustainable Fashion 10
2.6 Green product 10
2.7 Eco friendly 12

Chapter 3: Field Research 12

3.1 Research methodology 13
3.2 Fashion industry in Thailand 13
3.2.1 Market size in Thailand 13
3.2.2 Market trends in Thailand 14
3.2.3 Market Assessment in Thailand 15
3.3 Effect of fashion industry 15
3.3.1 Environment 15
3.3.2 Inhuman working 17
3.4 sustainable trend in Thailand 18
3.4.1 Eco friendly product of Thailand to international market 19
3.4.2 Porter Five Forces Model 19

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 3.4.3 PEST Analysis 20
3.5 customer behavior toward sustainable product 21
3.6 Case study of sustainable fashion brand in Thailand 22

Chapter 4: Recommendation 25
4.1 How brand can change to fit in the market 25
4.1.1 Become more sustainable 25
4.1.2 BCG Economy 25

Chapter 5: Conclusion 26

Bibliography 27

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 Chapter 1: Introduction

1.1 Research background

Over the years, the world has evolved relentlessly forward. There are many products
that have been developed based on new cutting-edge technologies that bring convenience to
consumers but at the same time become waste that pollutes the world. Nowadays, there has
been a group of consumers who bring back the trend of consuming environmentally friendly
products to create awareness of environmental protection for manufacturers once again.

As many industries towards sustainable business practices, the 'fashion' industry is also
taking a role in this direction. In Thailand sustainable fashion may have been a temporary trend
before but as time passed by the interest of people and the awareness of this became more
serious in the business scriptures. This is partly because investor expectations are rising and
consumers are starting to expect and want to support sustainable products. Environmental
regulations are also becoming more stringent.

One of the ways for the fashion industry to move towards sustainable business is to
reduce carbon dioxide emission. This is because the fashion industry was responsible for at
least 4% of global greenhouse gas emissions in 2018, the rate of the emission from the fashion
industry production is even more than France, Germany and the UK combined together. The
research of McKinsey shows that if the industry doesn't take any action about this the industry
will not be able to meet the goals of the Paris Agreement in 2030, which is an agreement based
on the United Nations Framework Convention on Climate Change (UNFCCC) to set measures
to reduce carbon emissions. Because in today's time, such emissions are still twice the amount
of the rate that has been set in the Paris Agreement. The carbon reduction goal for the fashion
industry in 2030 is to reduce the carbon footprint of 1.7 gigatons, much less than the current
amount. This makes achieving this ambitious goal necessary to accelerate carbon reductions
throughout the industry value chain. From the upstream activities both production and
processing garment factories, etc., which have the potential to reduce total emissions by
approximately 60%. There is a potential for a reduction of the brand individually by about 20%,
and the rest will come from changes in consumer behavior. Even most of the changes needed
to accelerate carbon reductions require upfront investment. But surprisingly, instead of being
a high cost for the fashion industry, Instead, it led to net cost savings across the industry.

1.2 Objective

The objective of the research paper is to understand the concept of sustainability and
explore the market of sustainability products or the products that have similar features to
sustainability such as eco-friendly products or green products. This paper will also focus more
in the fashion industry, to see the opportunity to grow for sustainable fashion.

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 Chapter 2: Literature review

2.1 Environmental Problems

Environmental issues are becoming a problem that people all around the world must be
aware of at this time, as an era changes. Because the existing environment is toxic and has
negative consequences, which is most likely due to humans who are the ones who harm the
ecosystem. When it comes to the environment, the main issue is a densely populated urban
civilization with production and trade that must keep up with the growing number of
consumers. As a result, several industrial factories exist. It is a cause of indirect environmental
damage. Each manufacturing will contain numerous raw materials such as rocks, soil, and sand,
all of which will deplete natural resources. As a result, the utilization of natural resources is
insecure, and many habitats are toxic as a result.

The depletion of natural resources, the hazardous problem, and the ecosystem problem
are all key environmental issues that humans confront today. These major issues stem from
several minor issues such as water pollution, air pollution, waste, and sewage, among others.
If not addressed immediately, these issues will arise. It has the potential to influence the
evolution of living things.

2.1.1 Environmental pollution

Environments such as water, air, soil, etc. are essential for human life. Humans need to
take advantage of many of these natural resources. But using it regardless of the impact it will
cause. causing pollution in the environment

Environmental pollution means a condition in which the natural environment is mixed

with or contaminated with dirt, foreign matter or pollutants causing it to have a different
appearance or properties from the original or natural environment. by making a negative change
As a result, they are either ineffective or useless. and are harmful to one's health

Water pollution and air pollution are the most serious forms of environmental pollution.
As well as the waste and sewage pollution.

2.1.1.1 Water pollution

Water pollution is one of Thailand's most serious environmental issues. Water pollution
is rather widespread in large cities when compared to other types of pollution. Impurities and
chemicals have contaminated the major water sources. Water resources cannot be fully utilized
because of pollution. This has an impact on people's quality of life as well as economic and
social development.
The majority of water pollution is generated by effluents from households. These effluents are
frequently polluted with organic materials, resulting in dark water and an unpleasant odor.
Water containing harmful residues, such as irrigated agriculture containing fertilizers and

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pesticides. Industrial effluents polluted with heavy metals, etc. These chemicals build up in the
orbits of aquatic creatures' food chains, and it will affect humans in the future.

2.1.1.2 Air pollution

This is mainly caused by vehicle and industrial fumes. Such smoke has a direct impact
on human health. Sulfur dioxide or nitrogen oxides are elements found in some industrial
smoke. When sulfuric acid or nitric acid is mixed with water droplets in the air, it forms a
solution and turns into acid rain. And it also can be harmful to living creatures and can corrode
buildings. In the area where these contaminants are causing the issues. Has a significant impact
on human health. The respiratory system will be affected. Allergies, chest illness, and
conjunctivitis are potential causes. It is also harmful to the unborn child and might result in
death.

Greenhouse effect. It is a phenomenon that causes the global temperature to rise. The
impact on the global climate will be unprecedented. Winters are thought to be shorter above
the equator, according to scientists. Longer summers may transform some parts of the world
into deserts. There may also be frequent and severe storms in the tropics. The melting of the
snow is directly affected by the change and rise of the temperatures. increase the volume of
water in the sea, causing flooding Plants and animals are also affected. Because the stomata
were unable to receive carbon dioxide and water vapor as a result of the change, photosynthesis
dropped. Eye tissue, skin, and eventually extinction can impact some animals.

2.1.1.3 Waste and sewage pollution

The majority of them are caused by human actions such as depositing rubbish on
highways, rivers, canals, beaches, or in public locations, as well as construction and billboard
installation for disorderly wiring. industrial wastewater or emissions of fumes These actions
are seen as polluting.

2.1.1.4 Climate change

Climate change is a change in the nature of the average weather including any change
related to weather due to the human activities both directly and indirectly that cause the change
in the earth’s atmosphere.

Climate change is a phenomenon and takes a long time to manifest. However, human
activities over the past 100 years or since the industrial revolution, have resulted in the
accumulation of greenhouse gasses and the retention of heat in the atmosphere. This rising
rapidly causes global warming, which results in a sudden change in climate. The rise in both
volume and concentration of greenhouse gas emissions into the atmosphere will limit the
reflection of the sun's heat energy that projects on the earth's surface causing a rise in land and
ocean temperatures. In 2001, the Intergovernmental Panel on Climate Change (IPCC)
estimated that Since the 19th century, the average global temperature has increased by 0.6°C,

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and by 2100 the global average temperature will increase by 1.4 to 5.8°C also the water in the
ocean will be increase by 0.1 to 0.9 mater if there are no regulation to reduce greenhouse gas
emission.

Climate change can manifest itself in a variety of ways. It can be noticed by the lack of
precipitation resulting in hotter and drier temperatures, as well as longer dry seasons, all of
which have an impact on the ecosystem. Declining agricultural productivity, food shortages
are happening on many continents. Changes in the food chain and ecology have a direct impact
on human livelihood. The lengthening or shortening of the growing season, as well as the
escalation of natural disasters, are all factors to consider. In both Asia and the temperate zone,
increasing monsoons and tropical cyclones are producing flood disasters.

2.1.1.5 global warming

Global warming is a state when the average global temperature has risen due to the
greenhouse gases released into the earth's atmosphere beyond the natural balance. Therefore,
the phenomenon of the heat from the sun that projects to the earth is unable to be drained or
reflected back.

2.1.1.6 Greenhouse gas

Greenhouse gas is a gas that can be found naturally and it also can be produced by
human activities. It is a gas that has the unique ability which is it can maintain some of the
sun’s heat on the earth’s surface and in the earth’s atmosphere via clouds. Thus, the temperature
of the world between day and night is not much different. However, human activities have

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raised greenhouse gas levels in the atmosphere. The greenhouse effect is caused by the fact that
radiation and heat cannot be reflected back from the earth's surface.The amount of greenhouse
gas recorded in the Earth's atmosphere is now higher than it was previously. There's also a
probability that carbon dioxide levels will increase in the future.

2.2 Sustainability

Sustainability is the practice of the human to be able to maintain the and to continue
indefinitely with the earth’s cycle. Initially, "sustainability" was frequently used to refer to
environmental protection. Being aware of the environmental impact of economic conditions
and rapid population increase, called "sustainability" as an environmental concern under the
concept of "environmental sustainability" (Go Green). In the concept of sustainability is the
attention to detail in every dimension, not just the environmental dimension. But it must consist
of 3 dimensions, that is, Planet, People and Profit, or as we call 3P, that focuses on balancing
and adapting to business in all aspects. Society, Economy and Environment, in which the
concept of sustainability has evolved from doing business in the past when we focused only on
profit. By not paying attention to things around the environment and changing the environment.
that we harm the planet with the production processes that affect the environment

2.2.1 Why sustainability is important

Sustainability improves the quality of life for everyone and helps create and restore
ecological balance. In addition to that, it also makes the organization awake in adjusting the
internal processes of the organization to deliver good things to the customers as well. And it is
important in many ways.
● Create a better future for the planet by using clean and alternative energy.
● Reduce the use of energy that affects global warming (Global Warming) and the
greenhouse effect (Greenhouse Effect).
● Everyone's quality of life is improved by using environmentally friendly products.
● The positive impact on the whole society, whether it is the family society, within the
organization, the community of friends around the world, including the whole
community.

2.3 Fashion

Fashion is a changing form of things based on the popularity of the majority of people
that occur in society. It was just a phenomenon for a period of time. Often meaningful in terms
of dressing, clothes, are popular over time. It occurs among a group of people that live in the
same society. People in different regions will have varying popularity both at the social and
regional levels, and society at the national level will reflect differently depending on social
standing, gender, occupation, status, and other factors.

2.4 Sustainable brand

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 Sustainable Brand is a brand that pays attention to every process of the organization.
From business ideas that reduce the impact on the environment as much as possible
Management in the organization to the concept of doing business for society (CSR) and
community based on ethical business And it must be done sincerely and seriously in the long
run, not just following the trend. covering social, economic and environmental dimensions As
an example of how to transform this concept into a Sustainable Brand, consider the following:
● The concept of reducing carbon or Zero Carbon in the production process.
● Reducing the use of paper in the organization
● Building an energy efficient building or office
● Reusing waste from the production process
● Bringing waste through the production process to make products that are
environmentally friendly.
● Production of biodegradable products
● Doing CSR for the Community
● creating jobs for the community
● transparent management that can be checked
● have a work ethic

2.5 Sustainable Fashion

Eco Fashion or Sustainable Fashion It's a concept that advocates for the transformation
of fashion accessories toward ecological balance and social fairness. which sustainable fashion
The focus is not only on textiles or the materials used to produce fashion products. However,
paying attention to and taking into account the production process and the lifespan of the
garments. This is to lead to a good environment and bring the planet into equilibrium

According to KPMG's Sustainable Fashion, A survey on global perspectives, the

findings survey the current understanding of sustainable fashion. And the factors contributing
to responsible shopping behavior in major cities including Hong Kong, London, New York,
Shanghai and Tokyo found that consumers in all cities tended to support sustainable fashion.
Ready to support and willing to pay for sustainable fashion products. This is an opportunity for
sustainable fashion product growth.

Various clothing brands have adapted to doing business in Sustainable Fashion more
from selecting raw materials that are environmentally friendly. Modify production materials
from 100% plant fibers or from recycled materials. Sustainable design, the production process
that uses the least energy including transportation that does not cause pollution Which can be
considered as an adaptation to meet the changing needs of consumers who are friendly to nature
perfectly.

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2.6 Green product

Green product refers to the product that is non-toxic and made from the recyclable
material. In fact none of the products have reached all of these qualifications as in the
production process it makes a high level of energy consumption and the use of various raw
materials. There are also disadvantages and pollution caused by the production process
including transportation and degradation after use. Therefore it can be concluded that
The green product is the product that has a lower impact on the environment than other
products.

‘Green Peace’ the organization that play the role as a global environmental protection
give the definition to the green product which are
● It is the product that is produced and designed to fit the needs of the customer without
extravagance.
● It is the product that does not release chemical substances into the environment during
the production, use or after used management process.
● It is a product that saves energy and resources during the production, use or after used
management process.
● It is a product made from materials or raw materials that can be recycled or to be
replaced can be obtained in a production technique that does not adversely affect the
environment.
● It is a product that has the feature of being durable and can be reused or can bring it
back to circulate, use again or can be reproduced into a new product or have
biodegradable properties (which are not environmental hazards).
● It is the product that uses the least packaging or uses the packaging that does not burden
the after used management.
● It is a product that is not subject to animal cruelty. by using it as an experimental,
analytical, research tool to produce the products.
● It is a product that does not produce from the material that originates from any part of
the animal that stays under the list of the wild animal preservation and protection.

The factor that make green more special that other product in the field of environmental
conservation are as follow
● It is a product that is produced to fit the needs of the consumer without extravagance.
● It is a product that does not use toxic substances that are harmful to humans and animals.
● It is a product that can be recycled, whether with its original form or they have to go
through decompost process and then reuse.
● It is the product that conserves the natural energy and does not waste the natural energy
from the production process until the end of product life.The manufacturing process
will not cause unnecessary waste of goods or when the product is already produced, the
product should last long.
● It is the product that contains less packaging. The design or the package should not be
extravagant
● The production process in the factory should not create waste into nature.

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 ● Cruelty to animals such as dogs, cats or monkeys is prohibited by using them for animal
testing to research their product.
● The animal that stays under the list of the wild animal preservation and protection are
prohibit to use as a material to produce the product
●
In conclusion ‘Green product’ must consist of the 4R principle which are reduce, reuse,
recycle, and repair.

2.7 Eco friendly

Eco friendly is a concept of the product or service that considers the environmental
impact that is balanced and environmentally friendly in a sustainable way, from the selection
of raw materials to production until the completion of goods or products for distribution to the
consumers. Eco friendly is being widely used in a large enterprise, a small medium enterprise,
or even in a family business It can be said that ECO Friendly is a mega trend that reflects trends
in environmental changes in various dimensions. As a result, entrepreneurs see a golden
economic opportunity to develop products and services that can be used and created sustainable
businesses. To meet the changing lifestyle behaviors of people around the world, ECO Friendly
will continue to be a trend that determines the direction of the lifestyle product market.

The trend to save the world, especially ECO Friendly products or services, is not just a
concept that it can't be used in practice.It is no longer just about product design or just CSR,
but has been change to the product that produce under the consideration of the environmental
impact that creates a balanced and sustainable environment for the whole process from start to
finish. That is, products made from processes and technologies that care about the impact on
the environment, starting from the selection of raw materials in production until the completion
of goods or products for distribution to consumers including how to manage the waste products
in a way that does not harm the environment itself

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 Chapter 3: Field Research

3.1 Research methodology

This research paper will be analyzed by using secondary data or the data that already
has and can find it through different sources. The form of the secondary data used in the paper
can come in different forms such as academic article,non academic article, journal, book, blog,
and etc. And by using the secondary data provide, analyze and summary the data and rearrange
it into a new research paper.

3.2 Fashion industry in Thailand

With its various weave, spinning, and garment businesses, Thailand boasts a completely
integrated textile sector. Fibre2Fashion investigates the difficulties and opportunities in
Thailand's textile and clothing manufacturing industry.Thailand is one of the most important
textile and clothing players in the non-western world. Some 2,000 garment businesses and
around the same amount of textile companies operate in Thailand, with the majority of them
based in Bangkok and eastern Thailand.

Moreover, Thailand's textile, sportswear, casualwear, kidswear, and womenswear

industries are world-class. The industry's driving force is the country's textile cluster, which
makes it one of the few countries that can manage all elements of home textile production,
design, and selling. Thailand is known for its silk production, as well as spinning and twisting
yarn. The country is a global leader in ecologically sustainable finish, dyeing, and printing
services. Nevertheless, the country has several challenges with the fashion industry.

To flourish in the limited, competitive climate, Thailand textile sector is adopting a high-
quality, value-added approach. Thailand's fabric quality is typically excellent and continues to
improve. Thailand is extremely strong in design, including such Jim Thompson silk, as well as
the silk texture is exceptionally high.

3.2.1 Market size in Thailand

The fashion business is a significant contribution to Thailand's economy, accounting for

over 17% of total GDP. It is Thailand's largest manufacturing industry, with over 4,500
factories employing over one million people, or around 20% of overall manufacturing
employment.

Tourists, who have been startled by the Thai fashion industry's abundance and modest
fashion companies, account for up to 50% of the revenues from Thailand's fashion houses. The
prior government's concentration on this business resulted in double as many more local brands
as there were two decades earlier, as well as worldwide market penetration. In 2005, five Thai
design businesses were selected to participate inside the White' trade show in Milan, an annual
worldwide fashion event.

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 Furthermore, Thais are fashion-conscious, creating a competitive domestic market.
Nonetheless, the 10 million visitors that visit Thailand each year contribute to generate new
ideas and give a steady supply of buyers for the country's fashion sector. Thailand is a natural
place for the international fashion industry because of its historical appreciation of beauty,
current sense of style, and decades of industrial expertise.

3.2.2 Market trends in Thailand

In recent years, the Thai fashion sector has received a lot of attention. The government
wants to create 1.2 million jobs in the fashion industry and train 6,000 'fashion people,'
including designers, merchandisers, and manufacturing specialists. The "Bangkok Fashion
City" initiative should primarily be used for this. It entails enhancing overall design solutions,
marketing, and production. Furthermore, the initiative will aid in the development of even more
trained labor. In addition, the initiative is focused on designer education. The "Fashion Institute
of Technology" in New York has indicated interest in creating a design institution in Thailand,
as well as the Italian "Accademia Italiana Design Institute" already has a fashion school in
Bangkok.

The Thai government is working hard to develop Thailand as a competing country in

the area through a variety of initiatives and work programs. The goal is to enable commerce
and investment while also promoting long-term growth. Since 1985, Thailand's garment sector
has been one of the nation's major export earners, with the textile industry coming in second.
While Thai craftspeople are well-known for their craftsmanship, inbound FDI (Foreign Direct
Investments) will result in a boost in product design and a stronger foundation for Thai brands
and goods. Research and development to improve design and branding, as well as technology
and machinery modernization, would be promoted in order to transition the sector from a very
labor-intensive to a highly inventive one.

Nonetheless, Thailand's competitiveness has deteriorated in recent years as nations that

create cheaper textile items, particularly China, have risen to the top of the market and now
control the majority of the Asian, European, and American markets. Nonetheless, the export of
high-quality garments has increased, giving Thailand the ability to compete in a global textile
market. The Thai government's assistance for the Bangkok Fashion City project would aid in
improving the quality of Thai products so that they are well accepted and competitive in the
global market.Meanwhile, Thai businesspeople have begun to concentrate on improving
manufacture and sale, as well as preparing for new markets, with ongoing efforts to reach these
new markets. Furthermore, the government has stepped up its support for the local fashion and
jewelry industries.

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3.2.3 Market Assessment in Thailand

Thai enterprises have a wide variety of goods and services to offer Danish companies,
which is seen as promising. To begin with, the fabric quality is often excellent, particularly
Thai silk. Second, there are advantages to having a competent staff that is familiar with making
clothing with intricate structures or meticulous stitching. Furthermore, Thai designers' ongoing
education aims to guarantee a high quality of design all around. The "Bangkok Fashion City"
concept promotes the development of a competent workforce as well as designer education.

Given the present level of high-quality textiles and Bangkok's rise as a regional and
global fashion capital, Danish corporations may find the Thai market attractive enough to invest
in a production plant there. Clothing, sewing and design are simple and inexpensive in
Thailand. Thailand's labor expenses are relatively low, and Danish businesses may profit from
the high quality.

Although the Thai fashion sector has implemented a number of quality-enhancing

efforts, there are some areas where specialist technology and knowledge are required, which
presents opportunities for Danish investment. Modern printing, sophisticated dyeing and
printing technologies, R & D and technology for fibers and fabrics, and supply management
technology and experience in fashionable branding and marketing are only a few of the most
significant. According to the Thailand Board of Investment, the Thai market offers the
following prospects. There are several chances within the distinct sub industries, but the
industry as a whole requires marketing, knowledge, and new thinking.

3.3 Effect of fashion industry

3.3.1 Environment
After the oil sector, the fashion industry is the world's second greatest polluter. And as
the sector expands, the environmental impact increases such as:

● Water pollution
Untreated hazardous effluent from textile manufacturers is thrown straight into rivers in most
countries where clothes are made. Toxic chemicals including such lead, mercury, and arsenic,
among others, can be found in wastewater. These are particularly hazardous to aquatic life as
well as the health of the millions of humans who live along river banks. The pollution makes
its way to the sea, where it eventually spreads throughout the world. Another important cause
of water contamination is fertilizer use in cotton farming, which pollutes runoff and evaporation
waters significantly.

● Water consumption
The apparel sector consumes a lot of water. All of our clothing is dyed and finished using a
significant amount of freshwater. For comparison, a ton of coloured cloth can require up to 200
tons of freshwater. Cotton also requires a huge amount of water and heat to thrive, but is often
grown in warm, dry climates. To create 1kg of cotton, 20,000 gallons of water are required. An

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puts enormous strain on this already rare resource, with catastrophic ecological implications
such as the drying of both the Aral Sea, wherein cotton farming has completely depleted the
water supply.According to The Guardian's Stephen Leahy, The water utilized to cultivate
cotton in India would cover 85 percent of the whole population's daily water demands. In India,
100 million people do not even have access to safe drinking water.

● Microfibers pollution
Approximately 700.000 individual microfiber cloths are discharged into the water all the time
we wash synthetic clothing (polyester, nylon, etc.) and end up in our seas. Microfibers are
consumed by tiny aquatic creatures, according to scientists. Small fish consume them, which
are eventually eaten by larger fish, putting plastic into our food chain. See #WhatsInMyWash
and Stop! for additional information. Wearing synthetic fabrics also releases plastic microfibers
into the air, according to new research. According to the study, "cleaning clothing releases over
300 million polyester microfibers each year to the environment, and merely wearing the items
releases more than 900 million."

● Waste problem
Every time we wash synthetic clothing, for example polyester, nylon, etc.Around 700.000
individual microfibre cloths are released into the water and end up in our oceans. According to
experts, microfibers are eaten by little aquatic organisms. Small fish eat them, and larger fish
eat them, introducing plastics onto our food chain. For further information, see
#WhatsInMyWash and Stop!. According to a new study, wearing synthetic materials emits
plastic microfibers into the air. "Cleaning clothing releases about 300 million polyester
microfibers into the environment each year, and simply wearing the goods releases more than
900 million," according to the report.

● Chemical
Chemicals are a major component of our clothing. Each of our outfits uses them throughout
fiber manufacture, dyeing, bleaching, and wet processing. Cotton farming's high use of
pesticides is causing illnesses and early mortality among cotton farmers, as well as huge
contamination of freshwater and ocean water and soil degradation. Some of these compounds
are also dangerous to humans.

● Greenhouse gasses emissions

The garment business is responsible for 10% of worldwide carbon emissions. Because of the
energy consumed in the manufacture, manufacturing, and shipping of the millions of clothes
purchased each year, the global fashion business produces a lot of greenhouse gasses. Synthetic
fibers such as polyester, acrylic, nylon, and other synthetic fibers are created from fossil fuels,
making their manufacturing far more energy demanding than natural fibers. The majority of
our clothing is made in coal-dependent nations like China, Bangladesh, and India. In terms of
carbon, that's the dirtiest source of energy. "Cheap synthetic fibers also release gasses like N2O,
which really is 300 times more hazardous than CO2," written by James Conca of FORBES.
● Soils degradation

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The soil is an important part of our environment. We require good soil not only for food
production but for CO2 absorption. One of the most serious environmental problems our world
is presently experiencing is widespread global soil deterioration. It poses a significant danger
to global food security while also contributing to global warming. The fashion business
contributes to soil degradation in a variety of ways, including overgrazing of pastures by
cashmere goats and sheep kept for their wool, soil deterioration owing to the widespread use
of chemicals in cotton production, and deforestation caused by wood-based fibers like rayon.

● Rainforest deforestation
Thousands of hectares of endangered or old forests are chopped down each year and replaced
with tree plantations producing wood-based textiles like rayon, viscose, and modal. As in
Indonesia, wherein large-scale deforestation of rainforests has occurred over the last decade,
this loss of trees poses a threat to the ecology and indigenous inhabitants.

3.3.2 Inhuman working

● Wages
Many fashion firms guarantee their clients that their apparel is created by employees who really
are paying "at least minimum legal wage." But, exactly, what does that imply? To begin with,
it implies that other companies do not even offer the legal minimum wage. Furthermore, the
minimum pay in most industrial nations such as China, Bangladesh, India, etc. is quarter to a
half of the living wage. A livable wage is the absolute minimum that a family needs to meet its
fundamental necessities for example food, rent, healthcare, education, etc. So, in short, these
companies brag of paying their workers five times below what it takes to live a dignified life.

● Working hours
Clothing employees are frequently employed to serve 14 to 16 hours a day, seven days a week.
They may labor till 2 or 3 a.m. during peak season to achieve a fashion brand's deadline. Their
base salaries are just so minimal that they are unable to refuse overtime, regardless of the fact
that most will be terminated if they did. and overtime is sometimes not even compensated.
● Health and safety
The Rana Plaza collapse in Dhaka, Bangladesh, in 2013, killed 1134 garment workers and
exposed the world to the fashion industry's inhumane working conditions.
Employees generally labor in dangerous structures with little ventilation, breathing in harmful
compounds and breathing fiber dust or blasting sand. On textile manufacturing facilities,
incidents, fires, injuries, and illness are all too often. Clothing workers are also frequently
subjected to verbal and physical harassment. When they fail to make their daily objective, they
are sometimes humiliated, denied breaks, or denied water.

● Child labour
160 million children are compelled to labor across the world. Child labor is particularly
frequent in the fashion industry since it needs low-skilled labor. In Southern India, as example,
100,000 teenage girls work in textile factories in 3 - 5 years in return for a minimal income as

18
well as a lump payment to cover their dowry. Girls were overworked and forced to live in
deplorable conditions that might be considered contemporary slavery.

● Forces labour
Many examples of forced labor have been documented in the fashion industry's supply chain.
The most notable case happened in Uzbekistan, another of the world's major cotton exporters,
until recently. Every fall, the government forced more than a million people to quit their normal
employment and go cotton picking. Cotton harvesting was also mobilized and children were
taken out of school. In 2020, Uzbekistan was able to advance its war over child and forced
labor, which it has now nearly eradicated.

● Unions restrictions
Garment employees in these factories are not permitted to organize unions to collectively
protect their rights. Government legislation and special restrictions in exporting areas where
factories are constructed sometimes limit the formation of unions, such as in Bangladesh, where
just 10% of the 4,500 garment companies are represented by a registered union. Some factory
owners also intimidate or physically harm union members, or terminate them with no
repercussions, discouraging workers from forming unions.

3.4 sustainable trend in Thailand

In the present time there are many environmental awareness trends especially in the
issue of plastic waste, therefore many businesses have to focus more on the consumer behavior
studied and produce and offer products that are more environmentally responsible. At the same
time the government also tries to help by pushing out the tax measure which could be in the
form of a taxation on the company where they produce a high amount of waste and a reduction
in tax to incentivize environmentally friendly producers, this factor could affect the business
cost in the future.

According to the Kasikorn research center , they have estimated that the trend of
environmental care at this time should be more sustainable and it has been accepted by many
sectors and many industries faster than the past few years. This environmental issue brings new
opportunities for the new business such as substitute products that produce from the natural
material or the business that sells a refill product or refill shop / station. At the same time, it is
a challenge for the existing business and brand such as the plastic packaging manufacturers
that have to adjust the business model to produce other substitute products, such as
biodegradable natural bioplastic products or may have to find additional ways to expand
investment in new products.

The transformation of a business into environmental business, although in the short term
it may increase the cost for the business in both terms of investment in the research and
development and the investment in the new machine. Also there is a possibility that the
company may not have a high response in terms of sales volume, but for the long run those
who start a business transformation before they can learn and understand their needs of their

19
consumer, market problems and obstacles that they will have. At the same time doing the
business transformation into more environmentally friendly, it also helps to create an image
that is remembered by consumers and helps consumers make better purchasing decisions than
businesses that come in later.

3.4.1 Eco friendly product of Thailand to international market

Eco friendly products of THailand is not only attractive to the market in the country but
they have the support and opportunities from both domestic and international markets. It is one
of the most attractive industries to invest in because consumers from many countries are
interested in choosing ECO Product products and services, especially environmental products
that are made in Thailand. It's ranked among the top of the world that can compete in the
international market. Moreover, the Department of International Trade Promotion, Ministry
(DITP) has always supported entrepreneurs of environmentally friendly products to go to the
international market through recruiting distribution channels. Which products in this group are
considered unique products that have a good design can meet the needs of buyers, such as the
T-STYLE project or Thailand Style (a project to develop and promote environmentally friendly
products to the global market) is another project that the Bureau of Innovation Promotion and
Value Added for Trade. Department of International Trade Promotion Committed to
developing products in the ECO Friendly group, each year there will be a sub-activity for
entrepreneurs in this group to constantly learn and develop products.

3.4.2 Porter Five Forces Model

● Threat of new entrance

The level of threat of new entrance for the sustainable market is medium as the concept of
sustainability and environmental friendly concept are still counted as a new concept in
Thailand. There are several businesses and brands that run their business under the concept of
sustainability but if we compare to the total number of the business that exist in the market, the
number of sustainable business that we have in the market are just a few number and there still
a lot of gap in the market and it is an opportunities for the new entrance that want to be in this
market. But in the other dimension being a sustainable product or service provider is also
complicated as it requires an amount of money to invest for the research and development,
higher productivity cost including the cost of raw material.

● Bargaining power of suppliers

Supplier in the sustainable industry they have a stronger bargaining power as the material for
the sustainable product are need to be produce in the different way from the normal material
and not every supplier going to produce the raw material for sustainable product as it cost a
higher productivity cost and have more condition on the productivity process or sometime it
might took longer time to produce, so not every supplier want to have more cost or spend longer
time on their productivity and it end up with a few supplier in the sustainable market and it
make them have a high bargaining power.

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 ● Bargaining power of buyers
In the case of the bargaining power of the buyer, it is on the opposite site with the supplier. In
sustainable market as it was mentioned in ‘threat of new entrance’ and ‘ bargaining power of
supplier’ that there are just a few number of brand or business that are sustainable and also
there is not much supplier, this can be the cause of the low bargaining power for the buyer
because there isn’t a lot of brand for buyer to choose and if they want to buy the product they
need to buy from the limited number of brand that it in the market and there is no other option
for the customer.

● Threat of substitute product or service

For threat of substitute product or service in the sustainable market, the level of a substitute
product is very low and the reason is that sustainable product are counted as one of the
substitute product in term of the environmental care product and for the present time, the
technology and the knowledge that the human being have there still doesn’t have another
product that can replace or be a substitute product for sustainable product.

● Rivalry among existing competitor

The rivalry among existing competitors is at the medium level. The sustainable brand in the
current market is not a lot but still there are some brands that produce the product that have
similar features and it can conclude as a medium level of rivalry among existing competitors.

3.4.3 PEST Analysis

● Political
In the political aspect for a sustainable market in Thailand, the government tries to be involved
with sustainability in the country. The government try to push out their very first policy about
the plastic waste management, the policy of the waste management is that the government will
launch is the policy about the taxation, said that the company that create plastic waste from the
production process or the product waste that consist of plastic will have to pay waste
management tax and for the company that have a waste management inside the company they
can ask for the reduction of their tax. This is only one of the government policies that they have
about the environment and in the future there will be more policies to support environmental
friendly and sustainable activity.

● Economic
The economy of Thailand has made a high progress in social and economic development in the
past few years. Thailand has moved from the low income to the upper middle income country.
The GDP per capita of Thailand is 7,188 US$ and the GDP growth of the country in 2022 is
forecast to be at 3.6% which is higher than the estimated GDP from the year 2021 at the rate
of 1.0%. From the table we can assume that Thailand have a strong economy growth and the
recover, in the year 2020 when there is a covid-19 pandemic the GDP of the country went down
to -6.1% and in the next year (2021) the estimation of the GDP is already going back to a plus
(1.0) and it forcast to increase more in the next year(2022).

21
 ● Social
Sustainable product or eco friendly product is a big social trends in Thailand when people turn
to aware more of the environmental problem that cause by the human activity such as the
production process of the various product that can be the source of the pollution. So it is
something that is close to everyone because the activity that creates these kinds of pollution
and environmental problems are from the behavior of everyone. The buying behavior of people
in today's time is the main reason that causes this effect. So they are willing to take action on
what they have done by changing their behavior.

● Technology
Today’s technology allows people to find the way to live their life in the same way with the
same behavior. For example we start to have a product that produces from recycled material,
we have biodegradable material, or we use technology in the production process to reduce the
gas emission. In many ways technology is helping us to reduce and prevent the environmental
problem that will come with human activity.

3.5 customer behavior toward sustainable product

According to the research by the College of Management Mahidol University research

on the Thai consumer behavior in the aspect of green customer. The research is to look into the
insight on how consumers make the buying decision based on the environment trends.
By using the sample size of 1,252 people, 33.7% of male and 67.3% of female. And they also
divided the into different generation as 15.3% are Baby Boomers (age: 55 - 73year old), 18.7%
are Gen X (age;39 -54 year old), 60.9% are Gen Y (age: 23 - 38 year old), and 5.0% are Gen Z
(age: below 23 year old). The research found that 74% choose to use the eco-friendly product,
and 37.6% are the group of consumers who are looking for green products only.
Consumer green level can be divided into the following stage:

22
 1. Strong green consumer : 37.6% are willing to do anything for a better environment,
even if they have to pay more.
2. Green Trends consumer : 20.8% follow the trend of using green products, but lack the
attitude to chab=nge for the environment.
3. Convenience green consumer : 15.7% they have the understanding of the environmental
protection, but still get used to traditional consumption
4. No green consumer : 26.0% ready to spend the money for the environment and has not
changed the consumption behavior because it is considered difficult.

According to the research it shows that the generation of Baby Boomers tend to become
a strong green consumer and are followed by Gen X, Y, and Z. The reason why is due to the
availability of income and having a higher awareness of environmental problems. Furthermore
the research also show that the organization that drive by sincere environmental policy tends
to get more popular, whether it is a product that uses raw materials that are easily biodegradable
and reusable goods or services that use clean energy, products or services that are
environmentally friendly, eco products are designed to meet the needs of the new generation.

The ‘ENVI’ strategy to encourage the consumer to be more aware of the environmental
when they consume the product
‘ ENVI ‘ cosist of
1. Cultivate the conscience for the new generation ( E : Early)
For the Gen Y and Gen Z consumer who rarely change their behavior for the
environment, we choose to focus on cultivating environmental concerns for this group.
2. Environmental problems should be solved immediately (N : Now or Never)
to change the attitude of consumers who are less aware of environmental problems
Therefore, marketers should focus on communicating environmental issues on a regular
basis.
3. Communicate environmental problems thoroughly (V : Viral)
Should use social media to communicate the environmental issue widely and viral.
4. Use innovation in production for the environment (I : Innovative)
Bringing innovations to create sustainable environmental products, such as using raw
materials for electronics with more conservation properties. The use of digital systems
in production, etc.

3.6 Case study of sustainable fashion brand in Thailand

Nowadays, the fashion industry is becoming more interested in nature and sustainable
trends. The industry has seriously neglected for years. Although not immediately covering all
parts. After all, fashion is inevitable as a form of business, which needs to generate money to
survive but at least modifying the way or creating policies to maintain the environment and
give back to the society in various forms. It is equal to the progress of a future that will be
brighter and safer for us.

23
These will be some examples of the THai fashion brand that was born with the sustainable
concept.

1. Dry Clean Only

One of the list of Thai handicraft clothing brands that are famous internationally, and must
have this brand on the international market list. The beginning of this brand was born from
Patipat Chaipakdee's passion for vintage clothing since he was a fashion student with his
creativity that wanted to create a novelty by embroidering, sewing, reviving old clothes and
turning them into new pieces.Of course, it can't be bought from the other fashion brands. We
don't even have to ask how the brand fits the trend of "Sustainable development" because the
main idea already reflects clearly. All the brand's products are built on old things. By not
touching or buying any ready-made garments to modify. As for the selection of raw materials,
there are rules that must not be relied on chemical processes. or any dyeing from the industry
which releases pollution into nature from a small beginning The Chatuchak Weekend Market
continues to expand as world-class artists appear in his designs. Without any PR strategy
involved, before bringing the brand's high success to the international market through the
concept of massive overseas stores It's all a path that goes in a purely "organic".

2. Renim Project
Starting from his fondness for old jeans, Sungwut Thongthuan took his old brand name Denim
Project into the main mode of the brand. By sticking with the key concepts, Remade / Reduce
/ Redesign, before stepping in as a participant in Vogue Who's On Next, The Vogue Fashion
Fund 2018 and taking the runner-up award with a new title that he changed during the show
which is Renim Project. The first syllable in the brand's new version of name (Renim) reflects
the restructuring of existing materials. To innovate until able to grow by leaps and bounds to
show off to the international level at the Fashion Week in Los Angeles.

3. Repleat
Nicharee Prasitrattanaporn began her business from waste materials from a parasol factory.
before continuing to the brightly colored nylon bag which comes with a unique style of color
and weather resistance. Even as a brand grows into a concept that has passed from its original
point of view. But the founder insists that her development is based on "Green Heart".

4. Rubber Killer
Sarengrong Wongsawan, the owner of a Thai brand of bags and accessories, emphasizes on
using materials such as “car tires ”, which are waste materials and he uses it to create new
works as bags or decorative accessories. The concept of the brand is contemporary design and
it is suitable for the concept of saving the world that the founder intended from the beginning
of the productivity that is both durable Strong from the original properties of rubber and provide
a superior distinction because each result is unique with traces which are not the same. Plus, it

24
can put a lot of items at a time. It is another brand of Thai craftsmanship that is complete in
terms of concept suitability of use and beauty that does not hurt the world.

5. SackItem
Another bag brand that stands out since the material that they use, the brand was born from the
idea of Thanarak Worritthanon, the people who use the waste cement bags in various designs,
they are cleaned and used as raw materials to create bags instead of canvas or leather. As a
result, every product has only one piece in the world thanks to its inexhaustible pattern of the
raw material. And only few people know that this brand is an important force that helps reduce
the amount of waste in our world by 4-5 tons per year.

25
 Chapter 4: Recommendation

4.1 How brand can change to fit in the market

According to the information that we find that there is a gap in the market of the
sustainable with the fashion industry, and what the business can do to adjust himself in to this
market by using the following method

4.1.1 Become more sustainable

Basically the brand can try to adjust themself to become more sustainable so they can
fit into this market. And how the brand can become more sustainable can be in the following
way.
1. Using sustainable material: most of the raw materials being used in the production are
not sustainable and the brand can start to use more eco-friendly material.
2. Choose an environmentally friendly package : most of the time the packaging of the
product is made of plastic and it generates more waste. The brand can change to use the
package that is more eco friendly like a compostable package.
3. Utilize renewable energy : use renewable energy like wind, solar,and hydro energy.
4. Work with an environmental organization : being a partner with an environmental
organization is a tangible way of making the business change into more sustainable.

4.1.2 BCG Economy

The brand can apply the BCG economy model into their business. BCG economy is the
model to develop the 3 dimensions of economy which are bioeconomy, circular economy, and
green economy together at the same time. The goals of the BCG economy are to create
sustainable production and consumption, coping with climate change, diversity conservation,
cooperation for sustainable development, etc.

B = Bio Economy, it is the introduction of knowledge, technology, and innovation. And use it
to develop what we already have which is the biological resource.

C = Circulaeconimy, it is the utilization of the most benefit and most cost effective of the
resource. The key is to focus on the ZERO WASTE or the reduction of the waste to less than
or equal to zero. By adjusting the production process, such as changing the waste from the
production process.

G = Green Economy, Focusing on solving pollution problems and reducing the impact on the
world in a sustainable way, especially environmental sustainability.

The BCG Economy model is the way of changing from the old way of production where
the business has to produce a lot but they earn so little and change it to produce a premium
product that can produce just a little amount but the business can earn a lot from that product.

26
 Chapter 5: Conclusion

In conclusion, the result of the investigate the opportunity for the sustainable brand and
business growth in Thailand : The case of fashion industry, we can see that in fashion industry
play the big role in the Thai economy and this industry can make a huge income for the country
but in the other hand most of the production activity inside the industrial have create the impact
to the environmental in the negative way. It is the cause of the pollution that currently is one
of the huge problems in the world. In the consumer perspective, people are starting to be more
aware of the environmental problem that now occurs everywhere in the world and they try to
understand how such problems happen, the consumer tries to have a deeper understanding on
the environmental issue. Moreover they not only try to understand but they also take action on
it by starting to change their consuming behavior. People start to seek for the product that don’t
cause the negative impact to the environment which is sustainable product and they willing to
purchase these type of product as the customer are turn to be more responsible to the planet.
And If we combine all of these elements together, we can see that there is still a huge gap in
the market for sustainable fashion as the demand of the product keeps increasing and the market
also can grow a lot more too.

27
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