ABSTRACT : The research aimed to determine the impact of success factors associated with frugal business modeling on the sustainability of agribusinesses. The study employed a cross-sectional survey design, targeting managers and operational staff working in agribusinesses affiliated with the National Association of Seed Traders of Ghana (NASTAG). The collected data underwent a series of statistical analyses, including the Partial Least Square – Structural Equation Model (PLS-SEM) method using the SmartPLS 4.0 application. These analyses were performed on questionnaires that contained variables assessing the success factors associated with frugal business modeling and the determinants of agribusiness sustainability. The results revealed that the exogenous variables of the model are highly capable of explaining the endogenous variables, with a medium degree of explanatory effect value. Therefore, the model in this study explains the latent variables of success factors and has a moderate degree of explanatory power on agribusiness sustainability. The research findings show that agribusiness sustainability is being positively impacted by a number of factors, indicating that measures need to be developed theoretically, practically, and in policy to enhance the impact of these identified success factors. However, the study recommended the exploration of longitudinal studies to gain a deeper understanding of the enduring impact of frugal business modeling on agribusiness sustainability. By examining agribusinesses over an extended period, researchers can gain insights into the dynamics and long-term effects of frugal practices on sustainability outcomes.

KEYWORDS – Action regulation theory, agribusiness sustainability, frugal business modelling, frugal innovation, theory of sustainability