Building Entrepreneurial Resilience Through Green Brand Trust: Evidence from Sustainable Agri-Food SMEs in Africa

Résumé

Abstract

The agri-food sector plays a vital role in emerging economies but remains highly exposed to environmental, economic, and regulatory uncertainties. As sustainability becomes increasingly important, green brand trust has emerged as a strategic intangible asset that may contribute to the long-term success and resilience of sustainable small and medium-sized enterprises (SMEs). Despite the growing interest in green branding, limited research has examined its relationship with entrepreneurial resilience, particularly within the context of African agri-food SMEs.

This study investigates the influence of green brand trust on entrepreneurial resilience and examines the role of green innovation and dynamic capabilities in strengthening this relationship. Adopting a quantitative research approach, data were collected from sustainable agri-food SMEs and analyzed using Structural Equation Modeling (SEM). The findings indicate that green brand trust positively influences entrepreneurial resilience and contributes to the development of innovation-oriented capabilities that support organizational adaptability and continuity. The results further suggest that transparency, credibility, traceability, and sustainability communication are important factors in fostering consumer trust and enhancing firms’ ability to respond to environmental and market challenges.

By integrating green brand trust, green innovation, dynamic capabilities, and entrepreneurial resilience into a unified framework, this study contributes to the literature on sustainable entrepreneurship and SME resilience. The findings provide practical insights for SME managers and policymakers seeking to strengthen resilience strategies in environmentally sensitive industries. The study highlights the importance of aligning sustainability initiatives with consumer expectations to support long-term competitiveness and sustainable business development in emerging markets.

Keywords: Green Brand Trust; Entrepreneurial Resilience; Sustainable SMEs; Agri-Food Sector; Green Innovation; Dynamic Capabilities; Sustainability Communication; Emerging Markets