Agripreneurs’ Marketing Strategies: A Review of Sustainable Practices, Innovations And Responsible Entrepreneurship
DOI:
https://doi.org/10.66635/g9mn9920Keywords:
Agripreneurs, Marketing Strategies, Sustainable Practices, Innovation, Responsible EntrepreneurshipAbstract
The present study explores agripreneurs' marketing strategies as a central component of sustainable and responsible agripreneurship. In light of their increased role in agricultural and rural development, the paper reviews the varieties of marketing strategies adopted within the agricultural sector and examines their transformation in the last two decades in response to imperatives of sustainability, technological advances, and market dynamics. This study is based on a systematic review of secondary literature extracted from international peer-reviewed journals, books, doctoral theses, conference proceedings, and institutional reports published over the last 20 years. Collected literature was thematically analyzed using review techniques that focus on sustainable marketing practices, innovation-driven approach, digital transformation, and responsible entrep1reneurship. Evidence has shown a strong correlation of agripreneurial marketing strategies with business performance, competitiveness, and sustainability performance. Marketing activities such as green branding, value addition, ethical sourcing, and community-based engagement have dominated recent discussions. Innovation-led approaches, with particular emphasis on digital marketing, e-commerce platforms, and traceability technologies, remain some of the dominant themes in recent empirical studies. The study contributes to existing literature by synthesizing traditional and contemporary marketing approaches and provides directions for future empirical research and policy formulation.
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