Entrepreneurs' perception: the connection of the brand with the Amazon Forest business

Abstract

The objective of this study was to understand the perception of entrepreneurs based on their business model related to the connection of the Amazon brand. There is a need to present an entrepreneurial perspective on the brand´s changes and their long-term relationships between the Forest and the environmental sustainability on the Brazilian Amazon. The study consisted of semi-structured interviews with 1 out of 7 companies operating in the Amazon region. Brands that develop sustainable businesses in the Brazilian Amazon, with their brand equity based on the region's environmental responsibility, brought an understanding that a full performance of sustainable activities depends on the performance of three agents: entrepreneurs, native peoples and management. Entrepreneurs perceive a greater valuation of their products associated with the sustainability of the Amazon introduced in the brand experience by the customer.