Creative entrepreneurship and sustainable development: Evaluating traditional pottery’s economic contribution to SDG 8 in Ghana’s creative economy sector

The creative economy in Ghana’s rural communities offers potential for inclusive and sustainable growth. This study examines creative entrepreneurship in ceramics across pottery clusters in the Volta and Ashanti Regions, assessing contributions to decent work, youth employment, and local economic development within Sustainable Development Goal 8. Using a qualitative multiple-case study design, fieldwork was conducted from January to April 2025 in three pottery hubs: Kpando (n = 7), Vume (n = 7), and Pankrono (n = 6). Purposive sampling selected 20 participants, including artisans, cooperative leaders, and stakeholders. Data were collected through semistructured interviews, focus group discussions, and participant observation, then analyzed thematically with 89% intercoder reliability. Findings indicate that pottery enterprises support local value chains, livelihoods, and community resilience. However, limited market access, inadequate training, infrastructural deficits, and declining youth interest threaten sustainability. Strengthening skills development, production infrastructure, and policy recognition could enhance ceramic entrepreneurship, advancing decent work, growth, and cultural heritage preservation in Ghana.