Analysing the effect of sustainable entrepreneurship on the family-based moonj craft and pattal (leaf plate) industry in the handicraft sector in India

Uma  Shankar Yadav; Shweta Vyas; Alka  Singh; Ajay Kumar Yadav; Indrajit Ghosal

doi:10.31893/multirev.2026148

Keywords:

entrepreneurial technology

sustainable development

Abstract

This study evaluated how sustainable entrepreneurship and various dynamic capabilities have affected the livelihood of family-based handicraft businesses, especially the "Moonj craft and Pattal(Leaf plate)" in India. This is a sustainable and traditional business where women or family members carry out maximum business and economic activity in India's handmade Moonj craft and Pattal industry. The research used an online poll of 410 family members working for female-owned Indian handicraft businesses such as Moonj Craft, Pattal making, and traditional cot making in India. PLS-SEM for factor loading and SPSS-26, a statistical software, have been used for data analysis to determine how pandemic and sustainable entrepreneurship affect India's family-based handicraft business (Moonj Craft). The model demonstrated that independent constructs such as Sustainable entrepreneurship and other factors significantly influence the livelihood of the family-based craft industry, particularly Moonj art, in some states of India. The advancement of digital technology, social media, and AI use for marketing handmade products has increased the productivity and attraction of female artisans to start new businesses for sustainable development. Because of these issues, sustainable entrepreneurship, has become increasingly important. Sustainable entrepreneurial technology is essential in transforming toward a more flexible eco-friendly environment and future greening and thus has a vital role in connecting economic, social, and ecological aims. This study explores the impact of sustainable entrepreneurship on the Moonj craft and Pattal industry, as this product is entirely sustainable, naturally obtained, and easily degradable. Thus, this research focuses on how Sustainable entrepreneurship using digital social media after the pandemic has affected family-based businesses such as Moonj Craft, women's roles and concerns in the craft sector. This study also suggested some innovative strategies for developing a family-based craft industry. It will also help academicians, policymakers, managers, and researchers explore their ideas globally in other family-based handicraft industries.
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How to cite

Yadav, U. . S., Vyas, S., Singh, A., Yadav, A. K., & Ghosal, I. (2025). Analysing the effect of sustainable entrepreneurship on the family-based moonj craft and pattal (leaf plate) industry in the handicraft sector in India. Multidisciplinary Reviews, 9(4), 2026148. https://doi.org/10.31893/multirev.2026148

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[2] Al Hakmani, Al Rashdi, A., Al Shabibi, A. B., & Al Harthi, S. (2022). Mental health wellbeing of school-age children is matter: A study. Journal of Contemporary Management Science, 8(1), 27–30.

[3] Al-Hattami, H. M. (2021). Validation of the D&M IS success model in the context of the accounting information system of the banking sector in the least developed countries. Journal of Management Control, 32(1), 127–153. https://doi.org/10.1007/s00187-020-00310-3

[4] Ali, M. A. (2021). Systematic literature review of sustainable entrepreneurship with thematic analysis. World Journal of Entrepreneurship, Management and Sustainable Development, 17(1), 742–764.

[5] Amatucci, F. M., Pascale, A. M., & Serluca, M. C. (2015). Green economy and social responsibility in the Italian agri-food sector: The focus on the wine sector. International Journal of Global and Small Business, 7(2), 234–246.

[6] Anbarasan, P., & Sushil, P. (2018). Stakeholder engagement in sustainable enterprise: Evolving a conceptual framework, and a case study of ITC. Business Strategy and the Environment, 27(2), 282–299.

[7] Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108

[8] Belz, F. M., & Binder, J. K. (2017). Sustainable entrepreneurship: A convergent process model. Business Strategy and the Environment, 26(2), 1–17.

[9] Bhatti, S. H., Kiyani, S. K., Dust, S. B., & Zakariya, R. (2021). The impact of ethical leadership on project success: The mediating role of trust and knowledge sharing. International Journal of Managing Projects in Business, 14(1), 982–998. https://doi.org/10.1108/IJMPB-05-2020-0159

[10] Bouey, J. (2020). Assessment of COVID-19's impact on small and medium-sized enterprises: Implications from China. RAND Corporation.

[11] Campopiano, G., Alfredo, D., & Rinaldi, F. R. (2017). Women's involvement in family firms: Progress and challenges for future research. Journal of Family Business Strategy, 8(4), 212–230.

[12] Chatterjee, I., Shepherd, D. A., & Wincent, J. (2022). Women's entrepreneurship and well-being at the base of the pyramid. Journal of Business Venturing, 37(4), 23–42.

[13] Check, J., & Schutt, R. K. (2012). Survey research. In J. Check & R. K. Schutt (Eds.), Research methods in education (pp. 159–185). Thousand Oaks, CA: FIIB Business Review, 11(2).

[14] Chinembiri, T. (2011). Exploring the role of small and medium enterprises in economic development: Some policy considerations for Zimbabwe (Working Paper Series). Zimbabwe Economic Policy Analysis and Research Unit (ZEPARU).

[15] Chivasa, S. (2014). Entrepreneurship culture among SMEs in Zimbabwe: A case of Bulawayo SMEs. International Journal of Economics, Commerce and Management, 11(9), 1–13.

[16] Chrisman, J. J., Chua, J. H., Pearson, A. W., & Barnett, T. (2012). Family involvement, family influence, and family-centred non-economic goals in small firms. Entrepreneurship Theory and Practice, 36(2), 267–293.

[17] Craig, J. B., & Newbert, S. L. (2022). Exploring the future of family enterprise research through a social science lens. Journal of Family Business Strategy, 13(2), 34–43. https://doi.org/10.1016/j.jfbs.2022.100504

[18] Damayanti, E., Djollong, A. F., Asfahani, A., Sitopu, J. W., & Yadav, U. S. (2024). Dynamics of early childhood education in Taiwan: A comparative study of traditional and innovative approaches. Absorbent Mind, 4(1), 65–75.

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