Today, fashion Industry continues to thrive and inevitably affects economy, society and environment as a whole. Sustainable fashion is a phenomenon of creating balance among economic, social and environmental dimensions by shifting toward sustainable practice in fashion industry. This research aims to examine sustainable fashion knowledge and understanding among Thai people and to suggest practical guideline to embed sustainability as a new normal for Thai’s fashion practice. Researcher applies Design Thinking process on research framework. A quantitative approach was employed through a survey among 242 respondents. The finding indicates that 1) Thai people have inadequate knowledge and understanding toward sustainable fashion practice. 2) Buying intention has no correlation with buying quantity. 3) Knowledge and understanding toward sustainable fashion practice are correlated to the perception toward sustainable practice. 4) Perception toward sustainable practice has a negative correlation with buying quantity. 5) Perception toward downstream practice can predict the buying quantity. Furthermore, the researcher suggests a prototype as a practice guideline for all stakeholders to apply for a sustainable fashion in Thailand.
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