ISSN : 2663-2187

DETERMINANTS OF WOMEN ENTREPRENEUR MOTIVATIONAL FACTORS TOWARDS MARKETING ORGANIC PRODUCTS

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Dr. Pooja Nagpal, Dr. R. Arulmoli, Neha Inamdar, Prof. Renuka Sagar, Dr. Dindayal Swain, Arvind Gupta
ยป doi: 10.33472/AFJBS.6.10.2024.687-699

Abstract

This study delves into the Indian entrepreneurial scene with a particular emphasis on women entrepreneurs working in the organic products industry. Using a sample size of 245 female entrepreneurs, the study explores the motivational elements driving their businesses. Recent years have seen a notable increase in the Indian market for organic products, primarily due to rising health and environmental consciousness. In this regard, it becomes critical to comprehend the motivational forces influencing women's involvement in entrepreneurship. This study highlights eight important motivating variables influencing women entrepreneurs' participation in the organic products market, based on a small number of interviews and surveys. The motivating factors undertaken in this study are environmental concerns, health consciousness, empowerment and independence, passion for natural products, community impact, market demand and opportunities. The study aims to investigate the motivational factors that propel women entrepreneurs to participate in the organic products sector in India. Additionally, it seeks to analyze the correlation between these motivational factors and the overall motivational conduct of women entrepreneurs in the organic products industry. These goals will direct the study's understanding of the fundamental forces behind women's entrepreneurship in this particular field and how these elements affect their overall motivational behavior. This research will yield important insights that can be used to support women's entrepreneurship initiatives and advance sustainable business practices in the organic products sector. The study's conclusions show that most Indian women entrepreneurs in the organic products industry are motivated by a mix of these factors, with market demand and potential coming in second, followed by health consciousness and environmental concerns. Through an in-depth examination of these motivating variables and their consequences, this study advances our knowledge of the dynamics influencing women's participation in organic product entrepreneurship in India. Policymakers, industry stakeholders, and aspiring female entrepreneurs can benefit from the findings, which provide ideas for creating a supportive climate and encouraging gender-inclusive economic development in the organic goods market

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