Navigating Global Coffee Trade: How Market Access and Sustainability Drive Entrepreneurial Growth

Purpose: This study examines the influence of sustainable business practices and international market accessibility on entrepreneurial advancement within the global coffee export sector. It addresses a significant gap in the existing literature by incorporating the role of institutional enablers—specifically, government policies and trade agreements—into the comprehension of entrepreneurial development. The focus is on the interaction between sustainability-oriented strategies and external market entry capabilities, which collectively shape growth, resilience, and competitiveness among coffee entrepreneurs in emerging economies. Methodology: A quantitative methodology was adopted, employing a structured online survey constructed with a 5-point Likert scale to collect data from 385 participants, encompassing coffee entrepreneurs, trade specialists, and sustainability officers. A stratified sampling technique ensured adequate representation across various roles, regions, and firm sizes. Data analysis was performed utilizing SPSS, which incorporated descriptive statistics, Cronbach’s alpha reliability testing, exploratory factor analysis (EFA), and multiple linear regression to examine the proposed relationships and moderation effects. Results: The findings indicate that both sustainable business practices and access to international markets exert significant positive effects on entrepreneurial growth. Furthermore, government policies and trade agreements demonstrate a robust moderating influence, enhancing the advantages of market access when supportive frameworks are established. The study elucidates how the convergence of internal capabilities and external institutional alignment propels entrepreneurial performance within the coffee export sector. Originality/Value: This research enhances the theoretical comprehension of entrepreneurship in global agri-trade by synthesizing Resource-Based View and Institutional Theory to evaluate the joint impact of sustainability and market access. Additionally, it offers practical implications for entrepreneurs, policymakers, and international trade agencies regarding the promotion of inclusive and competitive growth in the coffee sector through sustainability initiatives and policy endorsement.