This study aims to investigate the role of agricultural technology (AgriTech) innovations and green strategic orientations in enhancing green market success among rural women farmers in Ghana. Green strategic orientations in this context comprise two key dimensions: green market-oriented strategies, which focus on responding to environmentally conscious consumer demands, and green entrepreneurial orientation, reflecting farmers’ proactive commitment to adopting sustainable and eco-friendly practices. The study also examines how social capital influences these relationships, aiming to promote rural poverty alleviation and entrepreneurial sustainability.
Using a quantitative research design, data were collected from 398 rural women farmers across three ecologically diverse regions of Ghana (i.e. Eastern, Northern and Upper East regions) using a purposive sampling technique. Structural equation modelling was used to test the proposed hypotheses.
The results indicate that AgriTech innovations significantly facilitate the adoption of green strategic orientations by rural women farmers. Both green market-oriented strategies and green entrepreneurial orientation positively affect green market success. Moreover, green strategic orientation serves as an important link connecting AgriTech innovations to market success. Social capital strengthens the positive impact of green entrepreneurial orientation on green market success but does not significantly influence the effect of green market-oriented strategies.
This study advances theoretical understanding by integrating dynamic capabilities theory, resource-based view and social capital theory to explain how technology, green strategic behaviour and social networks collectively contribute to entrepreneurial success and sustainable development among rural women in emerging economies. The findings reveal unique gender-related challenges faced by women, such as limited access to resources and social support, as well as opportunities including strong community networks that facilitate adoption of AgriTech and green strategies. However, the results are specific to rural women farmers in the three selected ecologically diverse regions in Ghana and may not be directly generalisable to other regions, farmer groups or broader populations. Nevertheless, the study provides valuable insights for policymakers aiming to empower women entrepreneurs and promote sustainable agriculture in developing countries.
