A sustainable entrepreneurship framework for small, medium and micro-enterprises in the agricultural sector in Zimbabwe: Insights from a qualitative study

Background: Sustainable entrepreneurship has become an essential strategy for tackling environmental deterioration, social inequity and economic instability. In Zimbabwe, where agriculture is pivotal to livelihoods, several small, medium and micro-enterprises (SMMEs) continue to employ unsustainable practices. Notwithstanding the growing worldwide focus on sustainability, context-specific sustainable entrepreneurship frameworks to guide SMMEs in resource-constrained agricultural contexts remain limited. Aim: The objective of this study was to explore the lived experiences of sustainable agricultural SMMEs in Zimbabwe and to formulate a contextually relevant sustainable entrepreneurship framework to facilitate the incorporation of sustainability into their businesses. Setting: The study focused on sustainable agricultural SMMEs operating in Zimbabwe. Methods: A qualitative descriptive design was utilised. A total of 16 sustainable SMMEs were selected using purposive and snowball sampling. Data were collected using in-depth interviews and thematically analysed. Results: The research revealed determinants of sustainable entrepreneurship, including passion, prior knowledge, networking and an innovation orientation. Entrepreneurs identified sustainability-orientated opportunities stemming from environmental issues, market transitions and technical innovations. Nonetheless, considerable obstacles were observed. A sustainable entrepreneurship framework was developed that integrates determinants, opportunity recognition, challenges, strategies and outcomes aligned with the triple bottom line. Conclusion: The developed framework provides systematic guidance for SMMEs seeking to shift towards sustainable entrepreneurship. It improves comprehension of sustainable integration procedures in resource-limited agricultural settings and fosters resilience among entrepreneurs. Contribution: The study presents new literature on sustainable agricultural entrepreneurship by offering an empirically grounded framework tailored to Zimbabwe’s agricultural industry.