Mediating Role of Market Stakeholders’ Activities on the Relationship between Logic and Business Sustainability: Special Reference to Cashew Nut Farmers in Tanzania

Abstract

The paper assessed the mediation role of market stakeholders’ activities in
establishing the relationship between logic and cashew nut farming business
sustainability in Tanzania. Clearly, it addressed the link between logic and
business sustainability, market stakeholders’ activities on business
sustainability, and the mediating role of market stakeholders’ activities on the
association between logic and business sustainability. The study adopted an
explanatory design, while arbitrary selection was utilized to select 360 cashew
nut farmers. The research data, which were analyzed using structural equation
modeling, were gathered using controlled collection forms. Findings revealed
that both logic and market stakeholders’ activities had a positive and substantial
impact on business sustainability at 1% level (p<0.001). The partial intervention
effect of market stakeholders’ activities on the link between logic and business
sustainability was also addressed. The research determined that both logic and
market stakeholders’ activities are forecasters of business sustainability. Market
stakeholders’ activities incompletely intercede the association between logic and
business sustainability. The study recommends that all institutions dealing with
cashew nut farming in Tanzania create initiatives that encourage farmers and
market stakeholders to participate more in cashew nut business to ensure its
sustainability.