Cultural elements for small agribusiness entrepreneurship in rural contexts

Abstract

With high unemployment rates in South Africa, research into agribusiness entrepreneurship has become relevant. Despite their job creation dimension, agribusinesses are essential for realizing food security in both rural and urban contexts. The study aimed to explore the question: How do cultural elements affect small agribusiness entrepreneurship in rural areas? This question was prudent owing to the restrictions to open business that arose from the Covid-19 induced lockdowns and restricted movements. A rural context was the basis for the study taking note that in most rural areas in Africa, agricultural activity forms the backbone of socioeconomic life. The study followed the qualitative research approach based on the case study design of a selected rural community. The actual data collection method was based on two focus group discussions of the cultural elements that affect agribusiness entrepreneurship among members of the rural community. The findings show that culture is a strong determent of success agribusiness entrepreneurship in rural areas. Evidence collected pointed that the history of a community, family backgrounds as well as the external environment influences its culture which then affects agribusiness entrepreneurship in rural environments. These shape the beliefs, values, behaviour and values of a community. The apartheid era instilled psychological inhibitions such as the rejection of self-identities and the belief that self-employment is not possible among Blacks. It emerged that families influence the orientations of respondents especially through tales, stories and shared totems. The study shows that the external environment and its factors such as globalisation, technology and economic development also influence values, beliefs and agri-entrepreneurship behaviour.