Beyond Market Access: A Stakeholder Perspective on Marketing Challenges and Opportunities for Rural Agropreneurs in Sabah, Malaysia

Abstract

Rural agropreneurship plays an important role in promoting food security, rural livelihoods, and sustainable economic development. However, rural agropreneurs in Sabah continue to face various marketing-related challenges that constrain business growth and competitiveness. This study explores these challenges and opportunities from the perspectives of key stakeholders involved in rural agropreneur development. A qualitative approach was employed using Focus Group Discussions (FGDs) involving 16 stakeholders representing government agencies, financial institutions, agricultural associations, business incubators, and private organisations. The data were analysed using thematic analysis. The findings identified four key themes influencing rural agropreneur marketing performance: market access, financial accessibility, institutional support, and policy implementation. Limited market access, dependence on intermediaries, inadequate financial documentation, land tenure issues, and bureaucratic financing procedures were identified as the main barriers to business development. Although institutional support and government policies are available, existing programmes remain largely production-oriented, with less emphasis on marketing capabilities, commercialisation, and digital marketing. This study contributes to the rural marketing and agropreneurship literature by providing a stakeholder-oriented perspective on the factors influencing rural agropreneur development. The findings offer practical insights for policymakers and development agencies to strengthen market integration, financial inclusion, institutional collaboration, and sustainable rural entrepreneurial ecosystems in Sabah.