Abstract

The article discusses the relationship between entrepreneurship and marketing behaviour of agripreneurs, highlighting challenges such as fragmented supply chains and limited market access. It also highlights transformative opportunities such as the integration of digital technologies, sustainability initiatives, and direct-to-consumer models. The agricultural sector plays a significant role in global economies contributing significantly to both the livelihoods of individuals and the overall economic development of nations. Agriculture is the backbone of food production providing a diverse array of crops, livestock, and other commodities essential for human consumption. The sector’s economic impact extends beyond its direct contributions to include downstream industries such as agribusiness, food processing, and distribution. Sustainable agricultural practices, including precision farming, agroecology and organic farming, have gained prominence as strategies to mitigate the sector’s environmental footprint and enhance resilience. As economies transition from agrarian to industrial and more recently, to service-oriented the role of agriculture in GDP may decrease. As a valuable resource for researchers, practitioners, and policymakers, it navigates the evolving terrain of agricultural entrepreneurship, offering insights to shape strategies and initiatives for sustainable and resilient agricultural ventures in the future.