Examining the role of ‘good on you’ as a catalyst for social innovation: a comparative study of sustainable practices in Thai eco-fashion SMEs

To meet the increasing demand for eco-conscious fashion and fill gaps in current sustainability regulations for small and medium-sized businesses in Thailand, this study seeks to explore the capacity of Good On You as a driver of social innovation. As a globally recognized and user-friendly third-party ethical fashion assessment platform, Good On You has the potential to act as a catalyst for social innovation within the Thai SME sector, facilitating the evaluation of sustainability performances. Grounded in the framework of the four shades of innovation proposed by the DRIFT transformative social innovation group, this study seeks to scrutinize 10 Thai fashion brands through a qualitative content analysis approach. The objective is to assess how these brands embody the shades of social innovation, system innovation, game-changers, and narratives of change. The analysis entails mapping thesustainability practices of Thai brands, extracted from their websites and Instagram accounts, to the criteria outlined by Good On You, which cover considerations for the planet, people, and animals. The overarching goal is determining whether Good On You holds co-evolutionary transformative potential and can initiate a substantialrevolution in the fashion industry by steering it towards genuine sustainability.