Author(s): Joseph Chikwendu Ezennia,Emmanuel Mutambara
The psychological imbalance of African immigrant-entrepreneur hampers the growth and progress of their businesses. Therefore, there is a need to investigate the entrepreneurial psychological factors that influence the ability of African immigrants to sustain their micro businesses in Durban. The research approach adopted was a cross-sectional field survey with a total of 364 questionnaires distributed to African immigrant-entrepreneurs in Durban. The results of the study showed that entrepreneurial psychological factors have a strong significant influence on African immigrant owned micro businesses to sustain their businesses in Durban. Therefore, the study recommends; acquisition of managerial skills, education, training and development, identification of business opportunities and generating innovative business ideas as measures to address psychological challenges affecting African immigrant-owned micro businesses in Durban.