Communication Roles and Implementation for Sustainable Fashion Ecosystem in Thailand: Empirical Evidence from Stakeholder
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Abstract
In recent years, sustainable fashion is considered as the world phenomenon shifting fashion landscape across the globe. The fashion system comprises of complex processes and multiple stakeholders so as Thailand’s fashion ecosystem. This paper aims to investigate the communication roles and implementation for sustainable fashion in Thai context through an empirical evidence from the stakeholder. Thus, in this study, the mixed methodology is employed together with the design thinking procedures to explore the roles and implementation of sustainable fashion concept from the perspective of Thai fashion industry’s key person(s). The findings indicate the subjectiveness and inadequateness understanding of the term sustainable fashion. Also, the finding points out the limitations of sustainable fashion products clothes in Thai fashion market due to the cost of production and the lack of economic values. Moreover, the results demonstrate the implementation of sustainable practices for Thai fashion ecosystem utilizing the communication prototype as the guideline for future implementation to drive Thailand’s fashion industry toward sustainability.
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