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This study investigated consumers' satisfaction with local rice attributes and willingness to pay (WTP) for improvement by internal migrants and natives in urban Ghana.

Primary data was sourced from 304 urban consumers and ordered probit regression was employed.

Urban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement standard, and taste of local rice. Moreover, 90% were willing to pay higher prices for local rice with improved attributes and WTP was higher among natives than migrants. Averagely, urban consumers are willing to pay 51% increase in market price of local rice if attributes were improved. Natives, males, educated, high-income, local rice consumption, shopping from supermarkets, trust in certification bodies, and dissatisfaction with local rice attributes boost WTP for improved local rice attributes.

There is a great market potential for local rice with improved attributes. Thus, there should be an improvement in local rice attributes and sold at moderate price and in supermarkets.

We compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.

Entrepreneurship, sustainability, and the creation of a resilient, green economy are intricately linked, particularly as conventional economic models grapple with existential challenges. However, empirical research addressing the connection between entrepreneurship and sustainability for a more balanced and resilient future is notably scarce. This chapter aims to bridge this gap by investigating the role of entrepreneurship in advancing sustainability and establishing a resilient, green economy. Through comprehensive research utilizing critical discourse analysis (CDA), three research questions were explored to draw insightful managerial and practical implications. In the intersection of entrepreneurship, sustainability, and a green, resilient economy, opportunities are seized by entrepreneurship amid limitations, while sustainability presupposes responsible management of resources for current needs without compromising the future. A green economy ensures adaptability, growth, and ecological stability even in resource-scarce conditions. The CDA affirms the influential role of entrepreneurship in pursuing sustainability and a green, resilient economy, drawing from 18 cases across public, private, and social sectors to highlight environmental, social, and economic impacts. Furthermore, the CDA uncovers power dynamics, ideologies, and social structures affecting entrepreneurship’s role in fostering sustainable and resilient, green economies. Collaborations between governments, corporations, and social ventures in diverse countries promote sustainability within existing social structures, fostering comprehensive development. However, imbalanced power dynamics pose challenges, risking potential social exclusion. This chapter concludes by addressing practical implications and limitations, aiming to contribute to an ecologically balanced and socially equitable future by understanding entrepreneurship’s role in promoting sustainability and green resilience within the context of power dynamics, ideologies, and social structures.