Continued Entrepreneurial Confidence in Cross-Border Fresh-Fruit Trade: A Literature Review

Entrepreneurs in cross-border fresh-fruit trade operate in a setting where international trade, cold-chain fulfillment, quality loss, platform rules, and working-capital turnover overlap. This review synthesizes entrepreneurship, cross-border e-commerce logistics, food distribution, and institutional-environment studies to explain continued entrepreneurial confidence as calibrated controllability rather than simple optimism. The analysis shows that confidence is shaped by five interacting dimensions: psychological resources, experience and failure learning, social capital, institutional ecosystem, and fresh-product risk. Self-efficacy and passion support persistence, but excessive optimism may create hubris. Social capital and policy support matter only when they reduce operational uncertainty. In fresh-fruit trade, perishability and traceability make confidence depend on process visibility, cold-chain reliability, and accountability. The paper proposes a calibration framework for future research and suggests that continued confidence should be measured as dynamic task-specific judgment rather than a general attitude.