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Abstract
Climate change is a critical global issue affecting environments, economies, and societies. Sustainable development, which meets current needs without compromising future generation emerged in the 1987 Brundtland Report, requiring transformation across sectors, including business, where sustainability must be central. Integrating sustainability into market strategies allows businesses to attract environmentally conscious consumers, differentiate in a competitive market, and contribute to a sustainable future. This paper examines the Thai rice supply chain using Fairtrade as a voluntary sustainability standard, exploring consumer awareness, factors influencing sustainable market practices, and market readiness for sustainable products in the Global South. Based on the research project conducted in Thailand by engaging university students by Fairtrade International, it uses desk and field methods to assess the Thai rice supply chain, Thai rice market, and Thai customers. The study is indicative of the market readiness for sustainable products and recommends that state policies are synonymous with established private sustainable standards to strengthen domestic sustainable market ecosystem.
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