Book of Contemporary Multidisciplinary Research

In South Africa, the agricultural sector provides valuable employment opportunities, which can reduce high unemployment levels and improve the livelihoods. Thus, the sustainability of agribusiness enterprises after practical incubation is ideal for rural development and economic growth, yet it has been scant within the South African landscape. With the urgency and importance of entrepreneurship in South Africa, the study investigated personality traits that significantly influenced the sustainability of youth-owned incubated agribusiness enterprises. The study was conducted in the Limpopo Province of South Africa. The study used structured questionnaires to collect data from 150 youth agripreneurs during face-to-face interviews. Descriptive statistics were used to gain insight into socioeconomic status distribution among agripreneurs. A multinomial logistic regression model was used to determine personality traits influencing the sustainability of agribusiness enterprises. The study identifies key personality traits, such as resilience, adaptability, problem-solving, and negotiating skills, as a critical driver for the economic sustainability of youth-owned agribusinesses in Limpopo Province. The study findings imply the importance of the infusion of personality traits during the design of incubation programs, as some characteristics propel the sustainability of agribusiness enterprises after their incubation phase. The study recommends integrating personality traits development as part of investment among aspiring and emerging agripreneurs.