From Cocoa Producers to Chocolatiers? Developing an Entrepreneurial Model for Small‐scale Producers in Honduras

Abstract

Purpose ‐ The cocoa value chain exemplifies the imbalances often seen in the global trade of commodities. The purpose of this paper is to evaluate the likeliness of cocoa growers to become entrepreneurs and chocolatiers and to reflex about the impact this would have in their socioeconomic context. Design/Methodology/Approach – This research studies the possibility of entrepreneurial endeavors using the concepts of the Theory of Planned Behavior (TPB) developed by Ajzen (1991). This way, a quantitative model based on the findings from Linan and Chen (2009) was created, in which the Personal Attitude (PA), Subjective Norm (SN), and Perceived Behavioral Control (PBC) along with other personal and social variables ‐in this case the Readiness to be an Entrepreneur (RE)‐ affect directly the Entrepreneurial Intention (EI). Findings – Findings suggest that 75% of the farmers showed Entrepreneurial Intention and other entrepreneurial characteristics such as knowledge of the market, technology and regulatory framework. The existence of an organization of social capital in the same village, run by the wives of the farmers, also adds to the entrepreneurial intention of the village, since the main goal is to add value and produce chocolate. Originality/Value – This research provides insight of the mindset shared by Honduran cocoa growers about performing in the chocolate industry. At the same time provides a raw image of the living conditions these individuals face and how their view of the chocolate industry is affected by their need to escape poverty.