Impact of Entrepreneurial Passion on the Sustainability of Small Businesses in an Evolving Market

Entrepreneurial Passion has been associated with the lifespan of small businesses. Entrepreneurship itself drives economic growth, innovation, and job creation, with passion as a predominant factor that stimulates creativity, resilience, and long-term commitment. Despite their importance, many small businesses fail within five years. Using a descriptive survey design, data were collected from 210 small business owners in Abuja Municipal Area Council (AMAC) and analyzed using IBM-SPSS V.26. Results revealed strong positive correlations between small business sustainability and passion for inventing (r = 0.656, p 0.001), founding (r = 0.608, p 0.001), and developing (r = 0.625, p 0.001). Passion for inventing had the greatest impact (β = 0.366, p 0.0001). The study recommends that government and business support institutions promote innovation-focused programmes and further explore mediating factors such as finance, training, and regulatory support to enhance small business sustainability in developing economies.