Studies regarding rural entrepreneurs in developing countries and, specifically, their wellbeing have not been sufficiently developed in the literature. The present study was an attempt to fill this gap and to examine important antecedents and outcomes associated with entrepreneurial well-being among a sample of 102 Iranian rural entrepreneurs. This research established a theoretical research model that highlighted the relationships among job fit, entrepreneurial passion, well-being, and persistence. The results of structural equation modeling supported the hypothesized model. In particular, the results indicated that higher job fit was associated with higher levels of entrepreneurial wellbeing through an entrepreneurial passion mechanism. Moreover, the results supported the hypothesized serial mediating effect. In other words, a high level of job fit enhances entrepreneurial persistence through a high level of entrepreneurial passion and well-being. This study provides significant input to policymakers and practitioners in their efforts to promote the antecedents and outcomes of well-being among rural entrepreneurs.
