Innovative bio-Based textile of sustainable fashion and lifestyle products in the creative lanna economy for micro-generation: zillennials

Abstract

This study is part of the research project titled “Innovative Bio-Based Textile of Sustainable Fashion and Lifestyle Products in the Creative Lanna Economy for Micro-Generation: Zillennials. The objective is
to develop branding and product design guidelines that integrate bio-based textile innovations with the cultural identity of Lanna, targeting the micro-generation: Zillennial. Utilizing in-depth interviews, survey research, and the paper doll technique, the study explores the potential of agricultural waste from wood pulp in the Northern Economic Corridor (NEC) for transformation into cellulosic fibers and bio-based polymers. Cellulose extracted from plant sources, combined with natural polymers and bio-based synthetics, was found suitable for both handicraft and industrial applications. Findings reveal that 80.48% of Zillennials prefer bio-elastic yarns and 40.48% prefer PLA (Polylactic Acid) fibers. In terms of functional properties, recyclability (84.82%) and biodegradability (60.00%) are highly valued. Key purchase drivers include individuality and self-expression (90.84%), bold prints (88.19%), and green materials (26.75%). The target group showed strong interest in fashion and accessories (96.87%), with 86.99% appreciating traditional Lanna garment structures/ silhouette. Street style emerged as the most favored fashion style (mean = 4.45), followed by futuristic (4.03) and athleisure (3.77). The research findings indicate that Zillennials place a high value on sustainable fashion that is uniquely connected to local cultural identity. The use of innovative materials derived from agricultural waste in the Northern Economic Corridor region adds value to fashion and lifestyle products, aligning with the preferences of environmentally conscious younger consumers.