Detering, Aglaia (2026) Women’s personal sustainability values in sustainable Network Marketing. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Sustainability is becoming increasingly important both socially and economically, while alternative work models promote flexible and values-driven forms of entrepreneurial activity. This master’s thesis examines the role of personal sustainability values in women’s entry into and long term commitment with sustainable network marketing, using the company Ringana as a case study. The aim of the study is to address the research gap between sustainable entrepreneurship, female entrepreneurship, and network marketing. A qualitative research design was chosen for this purpose. Nine interviews were conducted with active Ringana partners and evaluated using qualitative content analysis. The results show that the participants understand sustainability not only in ecological terms, but especially in social terms. Community, trust, personal development, meaningfulness, and value oriented collaboration emerged as key factors. While products often served as the initial point of entry into the company, long-term commitment arose primarily through perceived value alignment, social relationships, and personal identification with the work. Meaningfulness acted as a connecting mechanism between personal values, social influence, and long-term commitment. At the same time, challenges such as self-doubt or social tensions could be partially mitigated through social support and perceived meaningfulness. This study contributes to a better understanding of the social dimension of sustainability in sustainable network marketing and expands research in the field of sustainable entrepreneurship by offering perspectives on a previously under-explored, value- and community-oriented business model.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Jong, G. de and Kilian, S.K. |
| Date Deposited: | 06 Jul 2026 08:56 |
| Last Modified: | 06 Jul 2026 08:56 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/885 |
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