This study addresses a gap at the intersection of gender, sustainability and entrepreneurship in North Africa by exploring women’s green entrepreneurship in Tunisia. It aims to provide an in-depth understanding of Tunisian women’s experiences by examining their motivations, challenges and support systems within a context-specific and exploratory framework.
A qualitative approach was adopted, using semi-structured interviews with five Tunisian women entrepreneurs. The data were analyzed through thematic analysis to identify key patterns and insights.
The exploratory findings suggest that a green mindset and environmental concern drive women to pursue green entrepreneurship. Participants reported several challenges, including bureaucratic obstacles, financial constraints and limited access to raw materials. They adopt adaptive strategies and demonstrate entrepreneurial agency, supported by the emerging entrepreneurial ecosystem. The study also suggests that women-led green projects contribute to SDGs (SDG 5 and SDG 12) at the local level.
Despite its contributions, this study has several limitations. The sample consists of five women green entrepreneurs, primarily operating in urban settings, which limits the generalizability of the findings and positions the study as a contextualized and exploratory analysis rather than a representative account of WGE beyond the studied context. These limitations open clear avenues for future research. Subsequent studies could adopt larger and more diverse samples, including rural contexts and different stages of business development, to examine whether the challenges and motivations identified here are echoed elsewhere. Comparative studies across Arab and MENA countries, as well as mixed-method approaches, could further assess the extent to which these findings resonate across different institutional and cultural environments. Future research could also explore the role of community networks, mentorship and cross-sectoral collaborations (e.g. academia, NGOs and financial institutions) in supporting women green entrepreneurs, as well as the impact of digital technologies and innovation on the scalability and sustainability of women-led green enterprises.
From a practical standpoint, the findings highlight the adaptive and resilient strategies adopted by the interviewed women when facing financial, administrative and operational challenges. Participants described innovative and value-driven approaches that reflect a strong commitment to environmental and social objectives, which may serve as a source of inspiration for other women entrepreneurs operating in similar contexts. In this regard, incubators, support organizations, and ecosystem actors may play a facilitating role by offering context-sensitive training in financial management, leadership, and innovation, as well as mentorship opportunities aligned with the specific challenges of GE. Participants’ experiences also highlight networking and alternative financing options, such as microcredit, crowdfunding or impact-oriented investment, as perceived supportive mechanisms.
Beyond policy and practical considerations, the findings suggest social implications within the study context. WGE appears to redefine women’s roles by positioning them as environmentally engaged and community-oriented actors within their local contexts. Participants’ initiatives also promote environmental awareness and create localized opportunities for economic participation. Finally, ecofeminist values such as care and responsibility are embedded in their entrepreneurial practices, potentially inspiring other women in similar contexts.
The study contributes to the literature by applying ecofeminism as a theoretical lens to understand how women’s environmental engagement and entrepreneurial agency intersect in a developing economy. It offers context-specific qualitative insights that can inform future research in the Arab and MENA regions.
