Entrepreneurs' perception: the connection of your brand with the sustainable exploitation of the Amazon rainforest

Abstract

Objective — This study seeks to understand the perception of entrepreneurs regarding the connection of their brand with the sustainable exploitation of the Amazon Forest, thus presenting the perspective of these entrepreneurs on the variables that can affect the long-term relationships between their brands and environmental sustainability of the Brazilian Amazon.Design — Qualitative study composed of semi-structured 1 to 1 interviews in 7 (seven) companies that maintain sustainable business activities in the Amazon region of Brazil. The sample was used because they are businesses from the Amazonia UP program, developed by the Imazon Institute. The interrelationships of the data obtained were analyzed using grounded theory, using lexicometric analysis and discourse analysis.Results — The results of the study show the community that brands that develop sustainable businesses in the Amazon region of Brazil, with their brand equity based on the region's environmental responsibility, realize that the full performance of sustainable activities depends on the performance of three agents: entrepreneurs, indigenous peoples and public management. Regarding the valuation of sustainability by consumers, there is still no relevant appreciation of the added value in products as a result of conservation practices in their products/services. For the other business areas, entrepreneurs perceive a greater importance and consequent valuation of the products through the conservationist practices of the Amazon introduced in the brand experience by the customer.Research implications — Provides important data on sustainable brand equity , a concept that has been extensively researched, but still poorly understood from the perspective of forest conservation in the Amazon region, presenting the points of view of entrepreneurs and their businesses, branding strategies and valorization of the environmental conservation of the Amazon region. region.Originality/value — The influence of environmental sustainability in improving the brand equity of brands of companies located in the Amazon region of Brazil, specifically in the context of Startups. Although the current literature shows positive results regarding the relationship between environmental sustainability and brands, little attention has been paid to the entrepreneur's vision and the relationship of variables specifically in the context of benefits for the business.