Women entrepreneurs navigating sustainable entrepreneurial ecosystems in the green economy: lived experiences from developing countries

Purpose This paper examines how women entrepreneurs in developing countries establish sustainable and environmentally friendly businesses while navigating complex entrepreneurial ecosystems, rather than designing them. It investigates how these women define sustainability and sustainable leadership, and examines the barriers and enabling conditions that shape their entrepreneurial journeys within these existing ecosystems. Design/methodology/approach A qualitative research design was employed, utilizing in-depth interviews with women entrepreneurs across various sectors, including agriculture, manufacturing, and digital innovation. Data were thematically analyzed to capture participants' lived experiences and interpretations of sustainability in practice. Findings The study reveals that family support, informal networks, and community associations serve as critical enablers of green business development, while systemic gendered constraints - including restricted access to finance, patriarchal cultural norms, and limited institutional support - pose significant barriers. The findings further connect these experiences to cross-cultural models of sustainability leadership, highlighting pathways for strengthening women-led entrepreneurial ecosystems. Originality/value By foregrounding women's voices in sustainability-focused entrepreneurship, this research contributes new, context-sensitive insights into the intersection of leadership, gender, and sustainable economic transformation in the Global South. The study offers actionable recommendations for policymakers, support organizations, and ecosystem builders seeking to create more inclusive and equitable environments for women-led sustainable ventures.