Purpose The current economy is witnessing a significant rise in the involvement of women in entrepreneurial activities. However, in rural areas, where traditional values often meet with innovative approaches, the entrepreneurial journey of women presents unique challenges and opportunities. This study aims to examine the impact of entrepreneurial intention, social innovation and government support on the promotion of sustainable entrepreneurship among rural women entrepreneurs and, consequently, their business performance. Design/methodology/approach Primary data was acquired for this study by the distribution of a structured questionnaire to a sample of 351 rural women entrepreneurs. This study is conducted inside the geographic territory of Bihar, India. Structural equation modelling has been used to examine the direct and mediated association between the variables. Findings The findings highlight that entrepreneurial intention, social innovation, and government support have a significant influence on sustainable entrepreneurship. In addition, sustainable entrepreneurship has a substantial impact on business performance. Furthermore, the results showed that sustainable entrepreneurship significantly and partially mediates the link between entrepreneurial intention, social innovation, government support and business performance. Practical implications Governmental bodies and policymakers must develop policies and initiatives aimed at promoting sustainable and resilient business practices among female entrepreneurs in rural areas. The government should invest in education and training initiatives to teach rural women entrepreneurs about sustainable business practices and how to effectively execute them. Originality/value This study contributes to the current body of literature by highlighting the significant importance of sustainable entrepreneurship in rural contexts.
Kanth et al. (Thu,) studied this question.
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