Juma, Flaura Kidere Mapinga2021-08-032021-08-032018Juma, F. K. M (2018) Adoption precursors and the sustainability entrepreneurial approach in Kenya’s agribusiness sector; the case of the flower Industry, Doctoral dissertation , University of Dar es Salaam, Dar es Salaam.http://41.86.178.5:8080/xmlui/handle/123456789/15300Available in print form, East Africana Collection, Dr.Wilbert Chagula Library, class mark (THS EAF SB446.25K4J852)The adoption of sustainability Entrepreneurial Approach (SEA) in business is a panacea for sustainable development in in today’s global arena. However knowledge regarding precursors of its adoption in a developing country’s context is scanty. Therefore, it is crucial to explore precursors of SEA from a developing country’s context as well as in a developing holistic manner. This study explored the procursors of SEA adoption using in depth interviews of sic heterogeneous flower firms where the firms were the unit analysis and managers charged with sustainability matters where the unit of enquiry. The data was analysed using thematic analysis. The results showed that external precursors for the adoption of SEA consisted of market and industry trends, international standards, community pressure and consumer expectations. Whereas, the internal firm precursors included firm culture, business goals, ecological needs, financial and technical capability. On the other hand, precursors related to entrepreneurial behaviors comprised innovation, vision, leadership style, passion for nature, passion for people and being knowledgeable. Study results also showed that control precursors consisting of investors’ involvement, investor knowledge, need to restore industry image were crucial in the adoption of SEA. However, regulatory framework that was effective in enforcement influenced the adoption of SEA. These included international standards for member countries were firms were involved in exporting flower. Whereas, local regulations.enAgricultureEconomic aspectsFlowersMarketingFlovicultureEnterpreneurshipAgricultural IndustryKenyaThesis