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From Cocoa Producers to Chocolatiers? Developing an Entrepreneurial Model for Small‐scale Producers in Honduras

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  • Arias, Ricardo Cortéz
  • Fromm, Ingrid

Abstract

commodities. The purpose of this paper is to evaluate the likeliness of cocoa growers to become entrepreneurs and chocolatiers and to reflex about the impact this would have in their socioeconomic context. Design/Methodology/Approach – This research studies the possibility of entrepreneurial endeavors using the concepts of the Theory of Planned Behavior (TPB) developed by Ajzen (1991). This way, a quantitative model based on the findings from Liñán and Chen (2009) was created, in which the Personal Attitude (PA), Subjective Norm (SN), and Perceived Behavioral Control (PBC) along with other personal and social variables ‐in this case the Readiness to be an Entrepreneur (RE)‐ affect directly the Entrepreneurial Intention (EI). Findings – Findings suggest that 75% of the farmers showed Entrepreneurial Intention and other entrepreneurial characteristics such as knowledge of the market, technology and regulatory framework. The existence of an organization of social capital in the same village, run by the wives of the farmers, also adds to the entrepreneurial intention of the village, since the main goal is to add value and produce chocolate. Originality/Value – This research provides insight of the mindset shared by Honduran cocoa growers about performing in the chocolate industry. At the same time provides a raw image of the living conditions these individuals face and how their view of the chocolate industry is affected by their need to escape poverty.

Suggested Citation

  • Arias, Ricardo Cortéz & Fromm, Ingrid, 2019. "From Cocoa Producers to Chocolatiers? Developing an Entrepreneurial Model for Small‐scale Producers in Honduras," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(1), January.
    • Handle: RePEc:ags:ijofsd:345301
    DOI: 10.22004/ag.econ.345301
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    References listed on IDEAS

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    1. Westlund, Hans & Bolton, Roger, 2003. "Local Social Capital and Entrepreneurship," Small Business Economics, Springer, vol. 21(2), pages 77-113, September.
    2. Hernan 'Banjo' Roxas & Fara Azmat, 2014. "Community social capital and entrepreneurship: analyzing the links," Community Development, Taylor & Francis Journals, vol. 45(2), pages 134-149, May.
    3. Maria Belen Roldan & Ingrid Fromm & Robert Aidoo, 2013. "From Producers to Export Markets: The Case of the Cocoa Value Chain in Ghana," Journal of African Development, African Finance and Economic Association (AFEA), vol. 15(2), pages 121-138.
    4. Francisco Liñán & Yi–Wen Chen, 2009. "Development and Cross–Cultural Application of a Specific Instrument to Measure Entrepreneurial Intentions," Entrepreneurship Theory and Practice, , vol. 33(3), pages 593-617, May.
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