Women Entrepreneur’s Perspective towards Sustainable Entrepreneurship in the Apparel Sector of Saudi Arabia

Abstract

Sustainable entrepreneurship has recently started to receive global attention, underscoring the need to understand the perspective of women entrepreneurs working in the apparel sector in Saudi Arabia. The present study focuses on exploring sustainable entrepreneurship with specific regards to the experiences of female entrepreneurs and sustainable activities within the sector. This study used a qualitative approach, conducting semi-structured interviews of 30 female entrepreneurs in Saudi Arabia’s apparel industry. Thematic analysis was employed to understand sustainable entrepreneurship behavior and its causes. The descriptive findings reveal a strong correlation between advanced degrees and professional membership held by the participants, implying higher qualifications and membership with professional bodies result in work with more extensive and established fashion ventures involving on average 10 employees and five business partners. It was also found that female entrepreneurs in Saudi Arabia employed sustainable strategies based on their beliefs and customer needs and preferences. However, they faced issues of tradition and prejudice against women. This study further identified four critical categories of sustainable entrepreneurship drivers: gender dynamics (GDs), social norms (SNs), access to resources, and sustainable entrepreneurship practices. This study offers valuable recommendations to policymakers, actors, and women entrepreneurs striving to develop sustainable practices in the industry.

1. Introduction

Environmental and social issues, such as the depletion of natural resources, waste production, and unethical labor practices, are increasingly being recognized despite the significant economic impact of the apparel industry. As sustainable entrepreneurship gains traction, there is a growing emphasis on long-term sustainability, social responsibility, and ecological preservation. In this context, Saudi Arabia’s rapid economic growth and abundant natural resources offer a unique opportunity for eco-entrepreneurs in the fashion sector to make a meaningful impact. By addressing these challenges, they can contribute to a more sustainable industry that aligns with the values of environmentally conscious consumers.

Addressing the challenges faced by the apparel industry and building a more responsible and resilient future can be achieved through sustainable entrepreneurship [1]. Entrepreneurs who focus on sustainability can utilize organic materials, implement circular economy practices, and maintain fair labor standards. This approach not only creates job opportunities but also enhances environmental stewardship and promotes equitable social conditions. By aligning their practices with the evolving sustainability values of their target market, sustainable fashion brands can differentiate themselves in the marketplace. This appeal to conscientious consumers can lead to increased brand loyalty and a positive impact on both the industry and society [2].The objectives of Saudi Arabia’s government to diversify the economy and increase the number of women in business leadership roles have been vital in the country’s recent socioeconomic revitalization. According to Deema [3], the Saudi Vision 2030 recognizes female entrepreneurs as a powerful economic growth, job creation, and innovation force. It was discovered that women in Saudi Arabia run 9% of their enterprises. Between 2020 and 2021, they expanded the number of businesses under their control by over 7%, reaching 162,000 entities. Societal trends toward accepting female leaders have powered this expansion, more educational opportunities, and supportive government regulations.

Although such positive dynamics are observed, women business owners in Saudi Arabia face several barriers. Limited financial resources, social and cultural barriers, and the lack of networking expertise are a few of the disadvantages women face in pursuing employment [4]. According to a study by Tarifi, N. [5], Saudi ladies still face countless hardships while trying to mix up family responsibilities and finances. Many initiatives have been implemented to overcome the barriers to entrepreneurship, including funds and incubators for female-led startups, mentorship programs, and workshops geared toward networking and entrepreneurship. Additionally, the Saudi Government has developed regulatory frameworks to facilitate women entrepreneurs’ establishment and management of businesses [2]. As the fashion industry moves toward sustainability, female participation will significantly impact the industry’s path. Using their different perspectives and experiences, female entrepreneurs can contribute to developing sustainable business models that will lead to a more environmentally friendly society. Green principles are applied to every aspect of entrepreneurial activity in sustainable entrepreneurship to create a sustainable economy. Incorporating this principle into the business types that seek to harmonize the economic, environmental, and social pillars [1] acknowledges the inherent relationship between these three areas. Sustainable entrepreneurs establish businesses to create economic value and tackle social and environmental challenges [2].

Sustainable entrepreneurship can be examined from the triple bottom line perspective, whose core is economic, environmental, and social considerations [6]. Economically, sustainable entrepreneurs intend to achieve their target by making their businesses a profitable source of income and a financially sustainable venture. On the one hand, they use natural resources effectively, avoid waste and emissions, and implement environmentally friendly practices throughout the product life cycle. From a social perspective, sustainable entrepreneurship is based on ethical labor practices, community development, and social equity [3].

The main objective of this research is to identify the positive and negative aspects and the variables that support women in sustainable fashion design in Saudi Arabia. The apparel industry has been selected for a number of reasons. The apparel industry has received criticism for the overuse of resources in the manufacturing of clothing. There has also been a major paradigm shift in the apparel industry from “fast” fashion to “sustainable” fashion, which has resulted in uncertainty as to the business models needed to pursue sustainability. Finally, it should also be considered that there is a cultural bias for women to pursue fashion. The primary research question of this study is to identify the perspectives and experiences of female entrepreneurs and to determine the elements that influence the goals and strategies of sustainable entrepreneurship. As a secondary research question, this research seeks to identify strategies that support Saudi female entrepreneurs in developing unique and attainable long-term businesses that align with the diversification plan. The significant contributions of this study are as follows:

• This study pioneers the exploration of sustainable entrepreneurship from the female perspective in the Saudi Arabian apparel sector, addressing a significant gap in existing research.
• Through a robust quantitative analysis, this study uncovers vital factors affecting female entrepreneurs’ adoption of sustainable practices, including individual, organizational, and societal influences.
• This research provides detailed insights into the specific challenges faced by female entrepreneurs and their perceptions of gender dynamics in pursuing sustainable business practices.
• This study’s findings offer actionable recommendations for policymakers, industry stakeholders, and female entrepreneurs to foster sustainability and gender equality in the Saudi apparel sector.
• Thus, using an extensive quantitative research approach, such as surveys and SEM, ensures that this study provides a methodological foundation for future research in sustainable entrepreneurship.

The rest of this paper is organized as follows: in this regard, Section 2 presents the literature review, Section 3 describes the research method, Section 4 highlights the research findings, Section 5 presents a discussion of this study, and Section 6 gives the conclusion and future research directions.

2. Literature Review

Sustainable entrepreneurship in Saudi Arabia’s apparel sector emphasizes capital accumulation for long-term environmental, community, and economic improvements. This approach deeply integrates sustainability into business strategies, aligning with Saudi Vision 2030 and the UN SDGs [4]. Key features include the promotion of innovative, eco-friendly products and services through renewable energy, circular economy practices, and sustainable production methods. Social sustainability is also crucial, with a focus on fair labor practices and community support initiatives that enhance brand image and customer loyalty [5]. However, this research highlights challenges like gender dynamics and limited access to resources, particularly for female entrepreneurs, which can hinder the effective implementation of sustainable practices. Addressing these barriers is essential for achieving economic success alongside positive social and environmental outcomes, reflecting a holistic approach to sustainability. Furthermore, according to Yousef et al. [1], solid working connections and stakeholder involvement are the core of sustainable enterprise and social responsibility. Sustainable entrepreneurs are concerned about building relationships with all parties involved, including customers, suppliers, employees, the community, and regulatory organizations. Through communication, entrepreneurs can learn the needs, desires, and fears of various players, which helps them offer solutions that work for everyone [2].

Moreover, sustainable entrepreneurship is wider than the traditional financial business model. Its purpose revolves around the three-pillar approach of improving society, the environment, and the economy by striking a balance among all these entities [6]. The manufacturing system that is the most significant contributor to this problem is the apparel production sector, which has been accused of being unethical in its operations. Fabric production wastes resources, using too much water is unsustainable, and labor practices are also cruel [7].

Sustainable entrepreneurship in the clothing industry accelerates sustainable and mature development. Ways to achieve this include using environmentally friendly materials and production methods, incorporating fair labor practices, and extending transparency and accountability from the supply chain [8]. Furthermore, clothing manufacturers who are sustainably oriented can generate new income streams, such as subscriptions and rentals, which promote the circular economy and cut waste.

Like any other sector, the apparel sector also significantly influences the environment, so it needs to adopt sustainable practices to restrain the negative side of its effect. Such projects are part of the strategic plan for Saudi Arabia in the economic and social fields and the SDGs of the UN and Vision 2030 [9]. Saudi Vision 2030 is a strategic roadmap announced in 2016 that envisions the country’s economic and social transformation. It helps the nation diversify its economy, stimulate sustainable growth, and positively influence the quality of life of its people [10]. It highlights environmental stewardship, resource utilization, and the energy shift towards more environmentally friendly sources.

Sustainability in the apparel industry can only be realized with water conservation, a water-intensive process. Using water-saving technologies, including low-liquor dyeing and closed-loop water recycling systems, could help cut down water consumption and minimize the burden of wastewater discharge [11] under environmental principles for sustainable water management, which is emphasized and viewed as a priority to meet SDG 6 (clean water and sanitation).

By embracing energy efficiency and renewable energy transition, the apparel sector’s carbon footprint can be reduced, and climate change can be tackled [12]. Employing energy-efficient equipment, performing efficient processes, and integrating renewable energy sources, e.g., solar or wind power, into our power systems can substantially reduce greenhouse gas emissions. This helps achieve the Saudi Vision 2030, as mentioned in [2], and contributes to SDG 7 (affordable and clean energy) and SDG 13 (climate action) [13].

Employing sustainable and eco-friendly materials like organic cotton, recycled fibers, or plant or biodegradable substitutes can lower the sector’s dependence on nonrenewable resources and, consequently, its environmental impact [14]. This activity aligns with the Saudi Vision 2030 pursuing the circular economy and SDG 12 (Responsible Consumption and Production).

Human rights compliance and ethics of the sourcing system are two critical aspects of social sustainability in apparel that require attention. Human rights include decent working conditions, fair wages, and workers’ rights. These rights also ensure a stable and more productive workforce [15]. This is supported by [16], which highlights not just the need for basic labor rights to be extended to atypical workers but also the harmful effects of denying these rights to such workers, noting that work is a source of personal dignity and stability in the community and family as well as income. This shows Saudi Arabia’s sincerity in achieving the paradigm of promoting human capital development as identified in Vision 2030, which is in accordance with SDG 8 (decent work and economic growth).

The transparency and traceability of the apparel supply chain are essential factors in creating consumer trust and ensuring the security of the people in the chain. To improve supply chain visibility, companies must resort to blockchain technology and third-party audits while providing precise product details, which will help consumers make well-informed, higher-priced purchase decisions [17]. Saudi Vision 2030 seeks to utilize new technologies, and SDG 12 (responsible consumption and production) aligns with this [13].

By implementing sustainable policies, the Saudi apparel sector may contribute to realizing the global and sustainable development goals outlined in Saudi Vision 2030. These actions address solving social and environmental problems in their circumstances in addition to new opportunities that provide innovation, smart resource utilization, and commercial supremacy. By adopting sustainable practices, startups within the apparel sector can make a huge difference in the overall shift to the currently unsustainable industry models.

Entrepreneurial women often bring new perspectives, first-hand experience, and individual approaches that spice up the business sphere. Research has indicated that female entrepreneurs are highly likely to prioritize social and environmental well-being in their businesses [18], which makes them observed role models for sustainable enterprises. Furthermore, managing different business aspects is crucial for female entrepreneurs and is part of their strengths, including risk management, multitasking, and network building. However, women entrepreneurs also encounter barriers such as a deficit of finance, gender prejudice, or unbalanced professional and private lives. Ethnic and gender biases are still the major factors that cause women not to seek job roles in business [19]. As suggested by [20], a successful strategy to address these challenges should embody mentorship, education, and training of women company owners. Implementing regulations and infrastructure that facilitate access to women’s services, such as childcare services, networking events, and funding, is also an enabling factor for female entrepreneurs.

The Kingdom of Saudi Arabia has the potential to relearn its hidden talents, ideas, and innovation by supporting women entrepreneurs and creating an inclusive ecosystem of entrepreneurship. This aligns with the economy’s broader diversification strategies and human capital development program, among other efforts to achieve gender equality and SDGs, as outlined by the United Nations [21].

Female entrepreneurs in Saudi Arabia have made significant progress, and Saudi Arabia has worked out some factors; nevertheless, women often face obstacles in setting up and furthering a business. All of these barriers to women entrepreneurs’ growth should be balanced since this only leads to reduced female entrepreneurs’ full potential and does not let a better entrepreneurial ecosystem emerge that is more inclusive and sustainable.

Lack of financial resources and other means of raising capital, such as loans or investors, are equity financing sources among the Saudi female entrepreneurs’ most significant problems. The major lending institutions may be reluctant to give out loans or investments to women due to gender biases or considered higher risks [5]. In addition to that, women often need more financial capacity or collateral, which limits their ability to secure funds.

Social–cultural values and gender perspectives are another problem for female entrepreneurs in Saudi Arabia. The traditional norms of women’s societal roles, including the belief that entrepreneurship is a male-dominated activity, can be obstacles to starting a business, especially for women [22]. Although the challenges of Saudi Arabia’s constantly changing economy and commitment to a strategy such as Saudi Vision 2030 for women’s empowerment might be considerable, they have also brought opportunities for female entrepreneurs [13]. The government has implemented policies and programs supporting women-owned businesses; it comprises dedicated funding streams, mentorship programs, and entrepreneurship training.

In addition, the growing popularity of digital technologies and e-commerce platforms that help aspiring female entrepreneurs start and grow their businesses could reduce some of the traditional barriers they often face [23]. Online marketplaces and social media channels give easy access to broader customer bases, and women can now better balance entrepreneurial activities and family responsibilities.

The apparel industry gives female entrepreneurs the unique capability of influencing sustainability-driven practices and discovering environmental and social problems. Women can use their individual views and experiences to develop new business models, production lines, and eco-friendly products, focusing on the ever-increasing ethics and corporate responsibility trends in fashion [24].

However, the Kingdom of Saudi Arabia is still in the planning stages of its economic diversification and gender equality initiatives. If we want to build an inclusive and sustainable business ecosystem, we need a plan to support female entrepreneurs and help them achieve their full potential. Saudi Arabia can accelerate its economic growth and contribute to the United Nations’ Sustainable Development Goals and Saudi Vision 2030 by ensuring that women have equal access to resources, challenging societal norms, and presenting a policy framework that supports female entrepreneurs.

Sustainable entrepreneurship has been a topic of ongoing debate in the apparel industry, but studies focusing on women business owners, especially in Saudi Arabia, are still in their early stages [8]. Research on sustainable fashion and clothing brands remains limited, with most studies focusing on the challenges faced by women entrepreneurs [21]. Additionally, ref. [25] looked at the cultural, social, and economic factors that affect Saudi women’s goals for sustainability in business.

Many studies focus on various aspects of sustainability and entrepreneurship among Saudi and Saudi Arabian women. Ece et al. [26] validated the cradle-to-cradle apparel design framework, finding organic wool suitable for fashion, though long-term durability remains uncertain. Yazdanpanah et al. [27] used surveys and SEM to reveal the positive effects of attitude toward sustainability (ATS), perceived environmental dynamism (PED), and perceived environmental fit (PEF) on sustainable entrepreneurial intention (SEI) and organizational resilience (OR), despite limitations in data scope. Ajzen [28] found that Saudi women entrepreneurs need sustainability awareness and financial incentives. Nelson [29] showed that a sustainable entrepreneurial culture positively impacts training and education, with focus and data type limitations. Ferber et al. [30] highlighted the need for better understanding and guidance in sustainability concepts. Gladwin et al. [31] emphasized the importance of sustainable designs to preserve cultural heritage, facing support and programmatic challenges. Shrivastava [32] identified corporate social performance as a mediator for sustainable entrepreneurship and innovation, with varying significance. Schlaegel et al. [33] demonstrated relationships between green innovation and entrepreneurial factors, limited by PLS-SEM use and external factors. Almalki et al. [34] found high initial investment needs and government support for female entrepreneurs, calling for broader research. Finally, Abdelwahed [35] reviewed the literature and interviewed Saudi Arabian women, noting socio-economic challenges and regional limitations. The summary of the literature review is presented in

Table 1. Summary of the related studies, including their method used, primary findings, and limitations.

Ref.	Methodology	Main Findings	Limitations
[26]	Adoption, testing, validation, C2CAD, organic wool	Acceptable for fashion, suitable for garments with color variations	Limited sample size, long-term durability, uncertain
[27]	Quantitative, survey, SEM, AMOS	ATS, PED, and PEF positively affect SEI and OR, OR affects SEI	Cross-sectional data, limited focus
[28]	Focus groups, responses analysis, Saudi women	Lack of awareness, no financial benefits in sustainability	Uninformed on sustainability, no financial benefits
[29]	Quantitative survey, AMOS, SEM	Culture influences training and education, and training influences education	Focus on Saudi students and overlook qualitative nuances
[30]	Purposive selection, qualitative interviews	Lack of understanding, need for guidance in the circular economy	Lack of understanding, need for guidance
[31]	Descriptive–analytical, questionnaires	The majority own traditional costumes and sustainable designs to preserve heritage	Lack of support and need for design programs
[32]	Quantitative, questionnaire, SEM	Corporate social performance mediates entrepreneurship and innovation	Less critical for knowledge acquirement, the pathway for innovation
[33]	PLS-SEM	GESE, GEO relate to green innovation, GI mediates relationships	PLS-SEM limitations, lack of external factor exploration
[34]	Qualitative and quantitative interviews	High initial investments, government support, reinvestment for expansion	Limited generalizability, need for further support and research
[35]	SLR, qualitative interviews	Socio-economic challenges limit potential; government support helps	A small sample focused on Qatar and MENA

.

Research Gaps

This literature review highlights several key research gaps in understanding sustainability and entrepreneurship among women in Saudi Arabia. First, there is a need for more studies on the long-term durability and wearability of sustainable garments. Second, practical implementation guidance is required to effectively apply sustainability and circular economy concepts in the apparel sector. Third, there is a need for stronger institutional backing and educational programs to support sustainable designs that preserve cultural heritage. Additionally, more research is needed to explore the mediating factors in corporate social performance, use more robust analytical methods, and conduct comprehensive studies on green innovation and its relationship with entrepreneurship. Financial strategies and support mechanisms for female entrepreneurs, especially those with high initial investment needs, also require further investigation. Finally, more inclusive and extensive research is necessary to address socio-economic challenges and regional limitations, aiming to generalize findings beyond the regions currently studied.

This study contributes significantly to the literature by addressing several identified research gaps. It focuses on the underexplored area of sustainable entrepreneurship within the apparel business from a female perspective in Saudi Arabia. In this region, the sector is crucial, and women play a prominent role as entrepreneurs. This research fills the gaps by focusing on the opportunities and threats that affect female entrepreneurs in the Saudi apparel industry. This area has yet to be the subject of extensive research. Thus, this study adopts a quantitative approach and includes surveys from 150 female entrepreneurs, providing empirical evidence of sustainable practices, challenges, and gender aspects in this population. Additionally, this paper’s contribution is acknowledging and analyzing gender-specific issues and concerns, which can benefit policymakers, industry players, and women in business. This perspective is essential for the sector’s sustainability and supports the need for more diverse and qualitative research.

3. Materials and Methods

According to the theory of planned behavior (TPB), “Sustainable Entrepreneurship in the Apparel Sector in Saudi Arabia: A “Female Perspective” should be promoted right away. In this regard, the work of Yazdanpanah et al. [27] and Ajzen, I. [28] introduces the theory of planned behavior (TPB), which was created as a model to understand the repercussions of an individual’s decision to perform a particular kind of behavior.

This study takes a multi-paradigm perspective to identify the environmental components that influence the sustainability levels of Saudi women working in the fashion industry. This is likely to be grounded in feminist economics [29,30], sustainability theory [31], and the theory of planned behavior [28]. The TPB (theory of planned behavior) [28] was the most appropriate model to study whether sustainability-related objectives affect the behavior of female entrepreneurs and their subjective norms and perceived behavioral control. In this conceptual framework, we will consider the drivers and factors that influence and shape Saudi females’ beliefs relevant to their certainty about the sustainability of owning and managing a company in the clothing sector (

Table 2. Theoretical relevancy among frameworks.

Theoretical Frameworks	Parameters/Variables	Proposed Parameters/Variables
Theory of planned behavior (TPB) Yazdanpanah et al. [27]	Attitudes toward sustainable entrepreneurship Gender perceptions Subjective norms Perceived behavioral control	Sustainable entrepreneurship practices Business performance
Feminist theory (FT) Ferber et al. [30]	Gender roles and norms Gender discrimination Intersectionality	Social norms Gender discrimination
Sustainability theory (ST) [31]	Environmental sustainability Social sustainability Economic sustainability	Social sustainability

).

The sustainability theory requires economic, social, and ecological systems to be sustainable and well-integrated [32]. Hence, meeting a sustainable business is characteristic of this philosophy. Furthermore, it will serve as a guideline for research into how Saudi women as company owners incorporate sustainability into their processes. It will also provide insight into the industry’s overall adoption of such practices. Furthermore, this theoretical framework enables women entrepreneurs planning to begin sustainable clothing companies to mention their challenges and opportunities [33]. Feminist economics is a powerful methodological instrument that can reveal discriminatory attitudes, the absence of finance, and the intricate links between female entrepreneurs and established gender norms.

This research incorporates three primary theoretical frameworks to fully understand the factors affecting Saudi female entrepreneurs and their goals of establishing sustainable clothing businesses. With the multi-theory framework as a reference point, this study will gather and analyze data to promote gender equality, economic empowerment, and sustainable development in the Saudi Arabian environment.

This study employs a unique qualitative method to obtain detailed information regarding the existence, challenges, and coping strategies of female entrepreneurs in the Saudi apparel industry participating in sustainable business. This unique approach provides a fresh perspective on the social processes that require analysis of people’s views, feelings, and reasons for their actions. Depending on the cultural understanding and the issues that Saudi Arabian women experience, the best method is either phenomenology or a case study. The phenomenological approach enables a researcher to describe the phenomena experienced by the participants. At the same time, the case study provides a detailed analysis of the experiences of an individual or group in a real-life setting. Both approaches focus more on the context, which makes them suitable for studying how these entrepreneurs sustain themselves in the cultural, societal, and economic settings of Saudi Arabia.

To ensure that the participants share their experiences and provide their views on sustainable initiatives in the Saudi apparel sector, this study exclusively employs semi-structured interviews as the data collection technique. Semi-structured interviews are formal interviews with a basic structure that enables the participants to express their views without any restrictions while guaranteeing that the topics for discussion align with the set research goals. This is especially useful in qualitative research as it allows for detailed answers, and the researcher is free to ask follow-up questions for further clarification or explanation. To better understand sustainable entrepreneurship, purposive sampling is chosen, where participants are engaging in sustainable entrepreneurship. Therefore, diversity in experience, the type of business model participants practice, and their cultural backgrounds are obtained. This diversity enriches the research, providing a deeper understanding of sustainable entrepreneurship. This allows this study to obtain all the relevant and significant data to analyze the research questions.

The population of this study consists of female entrepreneurs in Saudi Arabia who are engaged in sustainable practices within the apparel sector. Given the exploratory nature of this research, a purposive sampling strategy is employed to select participants with relevant experience and insights into sustainable entrepreneurship. This study aims to interview a sample size of 30 participants, which is appropriate for qualitative research as it allows for a depth of analysis while capturing a range of perspectives. Given the semi-structured nature of the interviews, a larger sample size may not be feasible given limitations on resources. Additionally, the limited population to obtain the sample necessitates a smaller sample size. Given these constraints, 30 participants serve to balance the needs of this study with its limitations. The sample will include women from diverse backgrounds, business scales, and experience levels to ensure a comprehensive understanding of the challenges and strategies related to sustainable entrepreneurship. This sample size is sufficient to achieve data saturation, where no new themes or insights emerge, ensuring the robustness and richness of the findings.

The population was selected by the following inclusion and exclusion criteria, as explained in

Table 3. Inclusion and exclusion criteria.

Criteria	Inclusion	Exclusion
Gender	Female	Male
Occupation	Entrepreneurs involved in the apparel sector	Non-entrepreneurs or those outside the apparel sector
Location	Based in Saudi Arabia	Based outside of Saudi Arabia
Experience	Any level of entrepreneurial experience	No prior entrepreneurial experience
Age	No age restriction	Age below 18 years
Language Proficiency	Fluent in Arabic or English	Limited language proficiency

, to ensure this study has a relevant population. The requirements for participation include female entrepreneurs from Saudi Arabia who are involved in the apparel business regardless of their experience level. There are no age barriers, and the participants must be either Arabs or of Arab origin or speak Arabic or English fluently to understand each other well. The exclusion criteria, on the other hand, eliminate male participants, participants who are not entrepreneurs or those who work in sectors other than apparel, participants based in Saudi Arabia only, participants who have no past or present entrepreneurial experience, participants below the age of 18 years, and those who have poor Arabic or English language skills. Such criteria assist in developing a clear and concise sample of respondents appropriate for this study’s objective of sustainable entrepreneurship among Saudi Arabian female apparel entrepreneurs.

The data analysis will involve thematic analysis, a method well-suited for identifying, analyzing, and reporting patterns (themes) within qualitative data. After transcribing the semi-structured interviews, the data will be systematically coded, where key phrases, ideas, and concepts are carefully categorized. Initial open coding will be followed by axial coding to group similar codes and identify connections. Themes will then be developed based on recurring patterns that align with the research questions. Through this thorough and iterative process, core themes related to sustainable entrepreneurship, challenges, cultural influences, and strategies within the Saudi apparel sector will emerge, allowing for a comprehensive understanding of the participants’ experiences. The rigorous analysis ensures that the findings are grounded in the data and reflect the participants’ authentic voices.

This methodology is similar to the methods of logic outlined within [36]. The interviews are abstracted by joining together similar themes and extracting the important elements from them. The division of the interview into sections based upon themes parallels the usage of synthesis in the aforementioned research, which enables more complex analysis of each individual aspect of this study.

4. Results

4.1. Thematic Analysis

Figure 1 shows the flow of thematic analysis, beginning with data collection (interviews) and then data familiarization, where the researchers familiarize themselves with the collected data. The next stage is called initial coding, in which unstructured data is split into segments that have some significance. These codes are then grouped during the theme identification phase, in which the main themes are identified. The identified themes are as follows: sustainable practices, business performance, social culture, discrimination against women, and social sustainability. It continues with the theme review and is accompanied by defining and naming themes. The last key element identified is report writing, during which the analysis is presented logically and comprehensibly. The figure seems to capture a systematic and well-ordered manner by which thematic analysis has been undertaken.

Table 4. Themes and corresponding subthemes.

Theme	Subthemes
Sustainable entrepreneurship practices	Eco-friendly materials and waste reduction Ethical sourcing and supply chain management Market-driven motivations for sustainability
Business performance	Enhanced brand reputation and customer loyalty Financial challenges and higher costs Market differentiation through sustainability
Social norms	Adherence to cultural and religious values Balancing tradition with modern business practices Influence on branding and product design
Gender dynamics	Barriers to accessing funding and resources Bias in business credibility and networking Strategies to navigate gender bias
Social sustainability	Community support and empowerment initiatives Fair labor practices and ethical operations Aligning business with social responsibility

summarizes five broad themes and related subthemes from the data analysis. These themes include aspects such as sustainable entrepreneurship practices, such as the use of environmentally friendly products and fair production methods, and business performance, including the business image and performance, that is, financial issues. Social norms include culture and tradition that are against the modern age. Gender discrimination is all about restraints in resource utilization and prejudice, while social sustainability focuses on the equity of all human and natural societies.

Figure 2 represents these main themes and subthemes as a network model, indicating how the main activities are linked to corresponding sub-activities. The themes are depicted as blue circles, while the subthemes are illustrated as green circles related to the themes. The structure allows an understanding of the hierarchy of headings and subheadings and helps to see the overall conception of this work. The textual–visual design ensures how each subtheme connects to the related theme and, thus, provides a coherent and systematic understanding of the analysis in terms of themes.

Table 5. Descriptive of the sample.

Participant	Location	Status	Age	Education	Working Experience	Specialization	Member of a Professional Organization	Age of the Business	Number of Employees	Number of Partners
P1	Riyadh	Married	60	Bachelor’s in education	30	Modest fashion	No	30	10	3
P 2	Dammam	Married	45	Bachelor’s in biology, diploma in fashion design	3	Haute couture dresses	No	3	0	0
P 3	Riyadh	Single	30	Bachelor’s in fashion design	8	Abayas and Jalabiyas designer and trainer	No	1	0	0
P 4	Taif	Single	26	Bachelor’s in business	2	Children’s wear designer	No	2	2	0
P 5	Al Qassim	Divorced	43	High school	20	Apparel designer	Yes	4	2	0
P 6	Jeddah	Married	49	Bachelor’s in biology	4	Abayas and Jalabiyas designer	No	1	0	0
P 7	Riyadh	Married	40	Bachelor’s in fashion design	4	Haute couture dresses and trainer	No	4	0	0
P 8	Jeddah	Single	27	Bachelor’s in fashion design	6	Invented fashion sketching tools	Yes	1	4	1
P 9	Riyadh	Married	40	PhD candidate in education	12	Apparel designer	Yes	4	7	2
P 10	Jeddah	Married	48	Bachelor’s in sociology	20	Haute couture dresses	Yes	18	4	0
P11	Al Qassim	Married	31	MSc in fashion design	10	Abayas and Jalabiyas designer	No	1	12	0
P 12	Jeddah	Married	50	High school	20	Traditional wedding dresses	Yes	8	0	0
P 13	Riyadh	Married	33	Bachelor’s in finance	11	Haute couture dresses and trainer	No	5	6	0
P 14	Jeddah	Divorce	37	Diploma in fashion design	17	Uniform designer and trainer	No	17	40	0
P 15	Riyadh	Married	34	Bachelor’s in business administration	9	Fashion consultant	Yes	6	8	1
P 16	Al Khobar	Single	29	Bachelor’s in fashion design	5	Custom tailoring	No	2	3	1
P 17	Jeddah	Married	52	Master’s in business management	25	Fashion retail management	Yes	15	12	2
P 18	Riyadh	Single	38	Bachelor’s in textile design	12	Fashion blogger	No	10	0	0
P 19	Dammam	Married	41	Bachelor’s in fashion design	15	Fashion event organizer	Yes	7	5	1
P20	Jeddah	Divorced	46	Diploma in fashion design	20	Kids’ clothing designer	No	12	7	0
P 21	Riyadh	Married	39	Bachelor’s in business	8	Fashion trend analyst	No	3	2	0
P 22	Al Qassim	Single	28	Bachelor’s in design	4	Fashion startup founder	Yes	1	1	0
P 23	Jeddah	Married	55	High school	30	Fashion wholesale	Yes	25	10	3
P 24	Riyadh	Single	32	Bachelor’s in graphic design	6	Fashion graphic designer	No	4	0	0
P25	Dammam	Married	43	Master’s in fashion design	18	Fashion line creator	Yes	10	5	2
P26	Jeddah	Divorced	44	Bachelor’s in marketing	15	Fashion marketing consultant	No	8	3	0
P 27	Riyadh	Married	37	Bachelor’s in economics	12	Fashion retailer	Yes	5	7	1
P 28	Al Khobar	Single	31	Bachelor’s in fashion design	7	Fashion event coordinator	No	3	1	1
P 29	Jeddah	Married	40	MSc in fashion design	16	Fashion design instructor	Yes	10	8	2
P 30	Riyadh	Divorced	42	Bachelor’s in fashion marketing	14	Fashion brand manager	No	6	4	1

provides information about 30 participants within the fashion industry, including their location, employment status, age, education level, years of working experience, specialties, and affiliation with specific professional organizations such as the Fashion Designers Association and the Apparel Marketing Society. The participants’ age varies from 26 to 60 years, and their average professional experience is between 2 and 30 years. Significantly, more experienced participants are usually older, and most have PhD or MSc education levels. The level of education obtained by the participants shows that most participants have a bachelor’s degree in the fashion stream, where specialization is made on luxury brands, apparel designing, and fashion marketing and consulting. One of the trends that comes with graduation from an advanced education program is citizens’ increased level of responsibility. It is usually evident that persons with higher degrees or specializations are normally given higher ranks within their organizations.

An interesting trend to take note of is the substitution of education with industry experience. Individuals without fashion-related degrees, such as those whose highest level of education is high school or those who have degrees in subjects not directly linked with fashion, tend to have higher levels of experience in the fashion industry. All three individuals holding a high school level of education all have a minimum of 20 years of industry experience and membership in a professional organization. This is likely due to the need to demonstrate qualification in the field through alternative methods.

Similarly, professional associations also appear to be the practice among the participants, especially those with longer industrial experience dealing with complex enterprises. This implies that the people who relate to such organizations are more likely to be engaged in bigger businesses with many employees and business associates. These observations suggest that engaging with professional communities can increase business performance and company growth. Finally, the evidence indicates that personal strategies correspond with education level, prior working experience, and commercial performance in the fashion industry. These individuals who possess these higher qualifications and membership in the professional bodies tend to operate large and established firms, indicating that education and professional connection are essential to success in this line of business.

4.1.1. Theme 1: Adoption of Sustainable Entrepreneurship Practices

The participants’ commitment to sustainable entrepreneurship is evident in their actions. They focus on protecting the environment and seeking personal and business benefits. Most participants demonstrated a sustainable responsibility by using eco-friendly materials, recycling, and ethical procurement. For instance, Participant 1 uses eco-friendly and recyclable materials, while Participant 16 reduces waste and uses fabric scraps, promoting awareness about slow fashion. Participant 19’s focus on recycling and upcycling aligns with other participants’ responses, highlighting their shared commitment to sustainability. This analysis also considers practical and self-serving motives for embracing sustainable measures. Participant 17 mentioned that “the motivation is looking at both values and the increasing trends in the market”. Participant 24 also agreed, stating, “We are looking at both market and values motivation”. The balance between values and market motivation is consistent with a more significant shift in entrepreneurs, noting the importance of sustainability for business growth. Some of the respondents associated sustainability with product and market differentiation. Participant 30 stated that “consumers are becoming more conscious about sustainability”. Participant 22 pointed out that “ES CSR objectives include sustainable development and addressing the consumers’ needs”. The analysis indicates that participants engage in sustainable entrepreneurship actions due to environmental responsibilities and the new buying trends supporting sustainability. Their solid commitment is demonstrated by constantly reducing their impact on the environment and creating products that meet market demand, reassuring the audience about the future of sustainable entrepreneurship in Saudi Arabia (Figure 3).

4.1.2. Theme 2: Impact of Sustainable Practices on Business Performance

The results indicate that sustainable practices positively affect business performance but carry specific difficulties for the participants. A common theme is that sustainability has improved brand image and increased customer loyalty, though at increased cost. For example, Participant 2 said, “We have learned that sustainable practices have fostered customer loyalty”. Participant 20 said they have found that sustainable practices promote “brand reputation, although profitability is not as advanced here”. Participant 9 also said, “We know that brand loyalty is developed through sustainable practices, but these come with a cost”. Many respondents also mentioned sustainability as a tool to help the company stand out in a crowded market. Participant 17 further argued that “sustainability is now a critical edge over our rivals”. At the same time, Participant 25 admitted that these practices “assist in branding the companies as trustworthy brands, especially in the market that is changing to environmentally conscious consumption”. The answers show that sustainability is strategically feasible since it is consistent with current market trends (Figure 4).

However, they accepted that many costs need to be incurred for sustainable practices to be achieved. For instance, Participant 10 said that ‘the initial investment was high’, while Participant 29 also said, ‘It is costly to undertake these practices’. In writing about the costs, which focus on the financial costs as opposed to the overall effects or gains from their implementation, the above statements point to the difficulty of managing costs. This study, therefore, provides evidence that although sustainable practices help in customer loyalty and company differentiation, they are expensive. Sustainability is seen in the long-term venture interests of businesspeople, although the present returns may be affected negatively. This means taking a systematic approach to managing organizational activities ethically, somewhat, and competently.

4.1.3. Theme 3: Influence of Social Norms on Entrepreneurial Activities

Social and cultural factors are critical in deciding the prospects of women entrepreneurs in KSA, hence the proposed study titled Influence of Social Norms on Entrepreneurial Activities. The respondents cited culturally conservative attitudes appropriate for organizational products, branding, and marketing strategies. For example, Participant 3 noted that social norms influence the appearance of products provided in the market and their packaging. Participant 28 also agreed with this opinion and affirmed that “our products are introduced to the market following the culture of the conservative society”. One of the other significant themes was balancing the tendencies to either maintain the status quo or introduce change. Several of the participants observed that it has become a challenge to adopt some keen features while at the same time respecting cultural values. Participant 15 said, ‘I respect traditional cultures but try to incorporate some parts that appeal to modern consumers’. Participant 24 said, ‘I try integrating tradition and innovation to suit the contemporary market.’ In addition to product and promotion, social norms are also relevant to other business concerns. Participant 22 said, “Thus, social norms affect the overall branding because it has to be sensitive to the culture”. Participant 13 said, “Social norms, therefore, determine the positioning of the brand in the right category”. Thus, it is possible to conclude that social and cultural activities are the main motives for our activities or actions. Female entrepreneurs strategically handle these norms by observing traditions while at the same time adapting the cultural significance to the change in customers’ preferences. This shows that they have a certain level of business cultural intelligence when it comes to the environment that they operate in regarding their achievement.

Table 6. Participants’ responses for social influences.

Social Influences	P#3	P#13	P#15	P#22	P#24	P#28	Priority
Product design and packaging shaped by cultural expectations	x					x	High
Brand positioning based on cultural sensitivities		x		x			High
Integrating tradition with modern consumer preferences			x				High
Branding strategy aligned with cultural norms.				x			Medium
Combining tradition and innovation					x		Medium
Adherence to cultural norms in product introduction	x					x	High

below presents the impact of social influences on entrepreneurial activities.

4.1.4. Theme 4: Experiences of Gender Discrimination in Business

Experiences of gender discrimination in business describe how female business owners in Saudi Arabia face gender discrimination. Among the barriers mentioned by participants, some were categorized as challenges and restrictions to business and networking. For instance, Participant 4 stated, “I have had problems with getting respect from male counterparts and suppliers”, implying the absence of credibility in male-dominating industries. Similarly, Participant 17 discussed prejudices in as much as financing the ventures by arguing that ‘male entrepreneurs are given preference’. The responses combined indicate how and where gender discrimination affects business. According to Participant 7, gender bias impacts scaling because it reduces access to capital, and Participant 11 said that discrimination impacts networking and access to resources, further presented in

Table 7. Gender discrimination experiences in business.

Participant	Key Response/Insight	Area of Discrimination	Impact	Analytical Commentary
P4	I have had problems with getting respect from my male counterparts and suppliers.	Respect and credibility	Challenges in male-dominated industries	This reflects systemic gender bias in traditional sectors, where women’s expertise is often undervalued.
P 7	Gender bias impacts scaling because it reduces access to capital.	Access to capital	Limited growth opportunities	It highlights funding disparity, consistent with global reports where women receive less investment than male peers.
P11	Discrimination impacts networking and access to resources.	Networking and resources	Restricted business growth	It indicates barriers in relationship-building and is crucial for expansion and resource acquisition in entrepreneurship.
P17	Male entrepreneurs are given preference in financing ventures.	Financial support	Difficulty in securing funding	Demonstrates how gender stereotypes reinforce preferential treatment for male entrepreneurs in financial decisions.
P25	I have put more effort into making people trust me and opening several opportunities.	Overcoming bias	Increased effort required	Shows resilience and adaptability, where women leverage trust-building to counter systemic discrimination.

.

However, there were slight indications that some of the participants had gone to some extent in engaging with gender biases and how they deal with them. For instance, while elaborating on this aspect, Participant 25 stated, “I have put more effort in making people trust me and open several opportunities for me”. However, the overall tone of the responses underscores the endurance of gender discrimination as a barrier that surrounds the totality of the entrepreneurial process. Thus, this research study reveals a high level of discrimination in female entrepreneurship, which restricts her on financing, resources, and business growth issues. These challenges indicate the need to continue the efforts that have been made to eradicate gender discrimination and create a positive environment for innovative activity.

4.1.5. Theme 5: Role of Social Sustainability in Business Operations

The role of social sustainability in business operations in Figure 5 emphasizes that female entrepreneurs want to bring values of social sustainability to Saudi Arabia’s businesses. Individuals clearly explained how their business benefited society in one way or another. Participant 6 said, ‘‘Our business is about supporting local women’s initiatives by training them and paying them a fair wage”. This aligns the business to enhance employment for women. The idea is in harmony with the thoughts of Participant 22, who stated that social sustainability involves being socially correct in business. In addition, most of the respondents supported the idea that there is a need to ensure that organizational activities are to achieve societal goals. Participant 13 stated, “Social sustainability is the essence of the business model” and referred to the business and social value as integration. This comprises engaging in activities that help develop specific communities and a workplace in addition to contributing to economic growth.

The participants also described general areas related to social sustainability and other specific undertakings practiced in the case organizations. Participant 12 was prompted by local community projects related to education or women’s rights. Participant 19 indicated that they are committed not to dismiss workers unfairly and to advocate for the community’s welfare. These examples signify the direct management of social sustainability in these organizations. Lastly, the framework analysis proves that social sustainability is an integral part of the business strategies of female entrepreneurs, as observed. Based on the labor providers and community support recruited, one can see that they are endeavoring to promote social responsibility, anti-discrimination among employees, and organizational ethics in their business ventures.

5. Discussion

This study’s findings contribute to understanding sustainable entrepreneurship in the context of Saudi Arabian female entrepreneurs in the apparel industry while building on the previous literature. The results show an encouraging attitude toward sustainability, evidenced by environmental concerns and strategies following the current global fashion sustainability trend [1]. This duality of motivation, which is in harmony with the tenets of the theory of planned behavior, a theoretical framework that explains human behavior in terms of their attitudes, subjective norms, and perceived behavioral control, stands in harmony with the human value and market forces that govern the actions of an entrepreneur, as mentioned by Yazdanpanah et al. [27] and Ajzen [28].

The findings regarding the relationship between sustainable practices and the improvement of business performance in the sphere of brand image and customer loyalty also support the previous research on the positive effects of sustainability in the clothing industry [33]. However, this study also identifies the difficulties in implementing sustainable practices due to fund constraints, as noted in previous researches on the costs of sustainability, where new entrepreneurs reported high initial setup costs for sustainable entrepreneurship [34,35,37]. This trade-off between long-term gains and short-term losses further underlines the appropriateness of embracing policies and incentives for sustainable entrepreneurship [28].

This research highlights the traits of female entrepreneurs that lead them towards pursuing sustainable management practices in SME companies. The findings show that women entrepreneurs who are pursuing sustainable management practices demonstrate forward-looking behaviors and a high degree of social conscientiousness. Such entrepreneurs are willing to take on short-term disadvantages, including the investments necessary to shift to more sustainable practices and the costs of maintaining sustainable practices. These entrepreneurs tend to value the longer-term strategic benefits, such as the improved brand image and loyalty that these practices foster higher, which has become an advantage over their competition.

Additionally, these individuals demonstrate high degrees of social conscientiousness. They demonstrate respect toward the values of sustainability and show their willingness to bring beneficial change to society.

This study highlights the significant role of social culture in shaping entrepreneurial activities, particularly in product innovation and marketing, in Saudi Arabia. This finding, consistent with the cultural perspective explored in earlier studies [38], underscores the participants’ struggle to work within the cultural framework and introduce new changes. It also highlights their awareness of the constant development of entrepreneurship in the rapidly changing social environment, as described in Saudi Vision 2030.

The findings based on the experiences of gender discrimination by participants align with the earlier studies regarding the problem faced by female entrepreneurs in KSA and the MENA region [35]. These studies show that women still face numerous limitations in entering the field of entrepreneurship despite the recent advances and governmental support of female startups [39,40,41]. The call for sustained commitment to improving the status of female entrepreneurs in finance, networks, and business growth is consistent with the prior literature on support and mentoring initiatives for female entrepreneurs [42,43].

This emphasis on the role of social sustainability in business operations to the study participants may be part of a broader sustainable change in the field of entrepreneurship that involves social and economic sustainability, apart from ecology [1]. This notion of sustainability is consistent with the three-dimensional model of sustainable development. It shows how women entrepreneurs can benefit from the general societal and economic objectives of Saudi Vision 2030 [44,45], a strategic framework for reducing Saudi Arabia’s dependence on oil, diversifying its economy, and developing public service sectors, and the UN SDGs, a set of 17 global goals designed to be a ‘blueprint to achieve a better and more sustainable future for all’ [14].

Women entrepreneurs will have a significant role in achieving the SDGs. In addition to the role of attaining gender equality, women entrepreneurs can contribute to developing economic growth within their country. Women entrepreneurship is still severely lacking as compared to male entrepreneurship, which indicates the potential for significant increases in the availability of jobs by including women in entrepreneurial development. Additionally, women entrepreneurs can bring new innovations and perspectives into businesses, allowing for greater dynamism in the industries they are involved in.

Women also bring elements of social consciousness into the businesses they have leadership roles in. Within the field of apparel, which already suffers from reputations of wastefulness and overuse of critical resources, women can have a transformative impact on the industry. The sustainable practices women entrepreneurs can bring, as presented within this study, can reduce the strain of economic activity on the climate while also providing economic and financial security to employees.

A Cause-and-Effect Analysis and Framework

Based on the results and discussion, here are a few key points that are presented in the diagram below to show the cause-and-effect relationships for the factors influencing sustainable entrepreneurship among female entrepreneurs in the Saudi Arabian apparel sector:

Figure 6 illustrates a diagram that analyzes the causes and effects of supporting sustainable entrepreneurship among women entrepreneurs in Saudi Arabia’s apparel sector. The diagram identifies four primary categories of causes: gender dynamics, social norms, access to resources, and sustainable entrepreneurship practices. Under gender dynamics, the causes include gender roles and stereotypes, inadequate resources for women, and the challenge of balancing entrepreneurship with family responsibilities. Social norms encompass societal expectations and pressures, cultural values and traditions, and the influence of family and peers.

Access to resources highlights the necessity for financial resources such as funding and capital, human resources, including a skilled workforce, and technological resources. Sustainable entrepreneurship practices focus on adopting eco-friendly materials, water and energy efficiency measures, fair labor practices, and supply chain transparency. The effect identified by the diagram is the support of sustainable entrepreneurship among women entrepreneurs in Saudi Arabia’s apparel sector.

6. Conclusions

The results outlined in this study offer relevant data on sustainable entrepreneurship among female entrepreneurs in the Saudi Arabian apparel sector. The results reveal a promising potential for growth and success for those with advanced education and professional organization membership. Notably, participants with MSc or PhD degrees, who account for 40% of the sample, operate larger enterprises that, on average, have ten employees and five partners, compared to participants with high school education who operate comparatively smaller organizations with limited resources. This study further reveals an increase in adopting sustainable practices because of environmental responsibility and market pressure. The participants chose to perceive economic gains in terms of value added, especially in brand image and customer loyalty, although they were experiencing financial change. Another factor that causes social impacts includes the social norms that affect how products are developed and marketed since entrepreneurs must integrate the conventional culture with modern technology. Gender discrimination is still present. Thus, women cannot obtain appropriate assets and broaden their enterprises. Social sustainability also emerged as one of the primary focal areas of business management solutions for the engagement of business leaders in supporting the enhancement of community and labor rights. Therefore, the results from this study indicate that culture, economy, and social factors significantly influence sustainable entrepreneurship in Saudi Arabia.

It is important to note several study limitations that may affect its generalizability. While providing valuable insights, this study’s focus on specific sectors and regions may limit its applicability to other industries or countries. While rich in detail, the use of qualitative research methods may not allow for the generalization of quantitative information that could be obtained from large-scale research. This study was also constrained by self-reporting bias in responses and data collected simultaneously, which may not fully capture the dynamic nature of sustainable entrepreneurship over time. These limitations should be considered when interpreting this study’s findings.

Building on the current study, future research could explore sustainability performance over the long term and investigate the broader impact of sustainability on business and society. A comparative analysis of different sectors or regions within Saudi Arabia could provide a more comprehensive understanding of sustainable entrepreneurship. Investigating the effectiveness of specific support mechanisms for female entrepreneurs, such as mentorship or financial support, could yield valuable policy recommendations. Furthermore, exploring innovative approaches to addressing environmental and social challenges in the apparel sector could be a promising avenue for future research.