Ethnomedicine and women agripreneurs: Exploring the dynamics of entry and growth

Women agripreneurs are emerging as vital contributors to local economies through their cultivation and commercialization of medicinal plants, drawing on generations of traditional knowledge. Ethnomedicine, rooted in indigenous healing practices, aligns naturally with women’s roles as caregivers, herbalists and cultivators, positioning them as both knowledge holders and innovators. This study examines the factors influencing women’s entry and engagement in the ethnomedicine sector in Coimbatore district, Tamil Nadu, emphasizing the growing significance of plant-based knowledge in rural entrepreneurship and sustainable development. Grounded in Social Cognitive Theory, this research investigates how self-efficacy, outcome expectations, social influence and entrepreneurial experience affect entrepreneurial behavior, with intention as a mediating factor. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that self-efficacy and social influence significantly predict intention, which in turn strongly influences behavior. Women actively engaged in cultivating species such as Ocimum tenuiflorum (Tulsi), Phyllanthus emblica (Amla) and Aloe barbadensis (Aloe Vera), reflecting a fusion of ancestral knowledge and agribusiness innovation. Entrepreneurial intention strongly predicts actual behavior. Selfefficacy and social influence emerged as key drivers, reflecting the importance of personal confidence and community support. Outcome expectations also had a positive effect while entrepreneurial experience showed no significant impact, suggesting that domain-specific knowledge and cultural factors matter more than prior business exposure. Empowering women in ethnomedicine not only preserves invaluable traditional knowledge but also contributes to the development of sustainable rural health systems and enhances economic resilience.