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Drawing on a framework of sustainable career theory, this paper aims to understand the interplay of agentic and contextual factors for digital micro-entrepreneurs to lead sustainable careers.

Eighteen YouTube content creators in India participated in semi-structured interviews, offering coverage of digital content creators across acting, cosmetics, finance, fitness, food, law, modelling, music, teaching, travel, and video games.

The findings showed three agentic and three contextual themes associated with the career sustainability of a digital micro-entrepreneur. Additionally, four paradoxes were identified, capturing the interplay between the agentic and contextual themes.

The career of a digital micro-entrepreneur is a dichotomy of promising hope, stardom, and flexibility while concealing challenges like precarity, hate comments, and financial instability. Knowing this can help individuals make better-informed career decisions.

The study advances sustainable career theory by capturing insights from digital micro-entrepreneurs in India to understand the interplay of agentic and contextual factors that create a series of paradoxes for such individuals to navigate over time.

The purpose of this study is to explore the role of employee relations and human resource management (HRM) practices on firms' commitment to sustainability in the context of micro, small and medium enterprises (MSME) in India. This paper proposes a theoretical framework, namely “awareness, action, comprehensiveness, and excellence (AACE),” to present the solutions and practices as adopted by MSME firms in meeting their sustainability objectives alongside pluralistic constraints related to human resource, capital and legitimacy risk.

The paper employs a cross-case methodology to investigate five food processing MSME firms to understand and delineate the role of employee relations and HRM practices in driving their commitment to sustainability.

The paper discusses the status of employee relations and HRM practices as practiced by MSME firms, specifically designed to meet their agenda to strengthen their commitment to sustainability. The study proposes a framework constituting four levels, namely “awareness, action, comprehensiveness, and excellence (AACE),” that reflects HRM practices as adopted by MSME firms to develop their commitment to sustainability.

MSMEs and food processing industries are critical to the growth of Indian economy and likewise for other emerging and developing economies. They are especially critical for their contribution to overall employment and sustainability comprising the second, third and fourth supplier links in supply chains. They have a major impact on sustainability outcomes and the life quality of employees. This paper makes a contribution in this direction.

The study fulfills the need to explore the role of employee relations and HRM practices to develop “commitment to sustainability” in the context of food processing MSME firms in an emerging economy of India. This paper adds an understanding of people management practices and sustainability in small firms (MSMEs), adding to the existing literature on the domain, which is mostly skewed toward large firms.