Sustainable development involves multi‐level, multi‐actor and multi‐faceted processes and interrelations for which, ideally, comprehensive theoretical frameworks are required to understand the nature, dynamics and heterogeneity of changes generating greater sustainability in rural areas. Studies have utilised the rural web framework to explain these processes and interactions, but its application is lacking in sub‐Saharan Africa. This study addresses the gap in the literature by using the framework to (1) explore sustainable development indicators and (2) evaluate their socioeconomic determinants based on a questionnaire survey with data collected from 600 rural households in Ghana. Additionally, formal interviews were conducted with 60 participants, comprising village leaders, not‐for‐profit organisations and officers from municipal assemblies. This research shows that endogeneity, novelty production, and sustainability indicators describe rural regions as agriculturally diversified economies. Several factors contribute significantly to agricultural diversification, including social relationships, social groups, market participation, and the presence of migrants. These findings have implications for achieving two of the United Nations' Sustainable Development Goals (SDGs), SDG 1 (zero poverty) and SDG 2 (zero hunger), as they highlight the benefits of social and economic linkages between rural and urban areas within the context of agricultural production, exchange of resources and the mitigation of accessibility barriers to resources. We suggest that policies seeking to increase agricultural diversification, food security and achieve sustainable rural development should strengthen social relationships and institutional structures, increase market opportunities, assist farmers with organic certifications and bridge the rural–urban development gap.