A theoretical framework to support green agripreneurship avoiding greenwashing

The rising awareness of climate crises has influenced conscious consumer habits towards sustainability, shaping the business landscape towards green principles and ethics. This shift towards sustainability, often referred to as the Green Revolution, emphasizes the importance of green practices in fostering environmental, social, and economic value. However, amidst the push for sustainability, greenwashing appeared. Greenwashing, the deceptive practice of capitalizing on environmental actions without meaningful commitment to sustainability, undermines genuine efforts towards sustainability and erodes consumer trust. Greenwashing is present in various sectors of the economy, with a rise in interest in researches focused on the agricultural sector, where the pursuit of sustainability is essential. In this context, the role of agripreneurs (agricultural entrepreneurs) becomes increasingly significant. Agripreneurs are instrumental in driving agricultural innovation and sustainability, yet the risks of greenwashing in this sector remain largely unexplored. This research aims to fill this gap by developing a theoretical framework tailored to the intersection of greenwashing practices and agripreneurship. To achieve that two systematic literature reviews (SLRs) were performed, one focused on agriculture, the other on entrepreneurship as a whole (seeing as there is virtually no studies focused solely on greenwashing in agripreneurship). Our framework encompasses internal factors, such as change management, environmental commitment, and the cultivation of a green brand, as well as external factors, including stakeholder engagement and policy support. By addressing these factors, agripreneurs can navigate the complexities of sustainability and green branding, ensuring their ventures remain authentic and ethical. Furthermore, we propose a research agenda to explore avenues for validating and enhancing our framework, including case studies to validate our framework, blockchain certifications, and the development of indicators for green practices in agripreneurship. In conclusion, this research contributes with practical and theoretical insights into the intersection of greenwashing practices and agripreneurship. By providing a framework for supporting green agripreneurship while avoiding greenwashing, we can begin to offer guidance for agripreneurs seeking to navigate the challenges of sustainability in the agricultural sector. Graphical abstract