The Development Product of Jok Woven Textile with Natural Dyeing Towards Commercial Competition According to the Creative Economy Concept of the Jok and Local Weaving Community Enterprises Ban Mae Pa Phae

Abstract

The purposes of this research were: 1) to study the general and value-added of woven fabric products through natural dyeing processes, 2) to develop woven fabric products with participation from the community based on the concept of creative economy, and  3) to analyze the marketing mix of naturally dyed Jok woven fabrics produced by the Jok and Local Weaving Group Ban Mae Pa Phae. The research employed a mixed-method participatory action research approach. The qualitative sample consisted of 25 members of the Jok and Local Weaving Group Ban Mae Pa Phae, selected through purposive sampling. Data were collected through in-depth interviews and field observations. The quantitative data were obtained from questionnaires administered to 100 consumers. The study found that: (1) Natural resources suitable for natural dyeing include tropical almond leaves, orange leaves, mango leaves, and lac. (2) The development of the woven fabric product showed that it was found that the group was most satisfied with the design pattern reflecting the identity of the community, with a mean of 4.73, and the product had a unique identity that was consistent with the community context, with a mean  of 4.77
(3) Consumer satisfaction placed the most importance to durability with an average of 4.55.