The connection between sustainable brand and business in the Amazon Forest – Local business owner’s Pov

Artigo acadêmico tema marcas e sustentabilidade ambiental com 9700 palavras
Resumo: The discussion related to entrepreneurship in the Amazon Forest region highlights the importance of sustainable actions developed by local brands. But few attentions has been given to the entrepreneur's vision regarding the results of the applied practices. The objective of this study was to understand the perception of entrepreneurs from their business model related to the connection of the brand to the Amazon Rainforest and the aspects of sustainable use of its natural resources. The study consisted of semi structured interviews with 7 brands of Amazonian products using grounded theory. The results show that entrepreneurs understand that to reach the social dimension depends on the trifecta articulation: entrepreneurs, native people, and ecological and cultural dimensions codependence directly on the shared traditional knowledge. It is observed that the political dimension is still underdeveloped in the region and its effects on products are still little known. The economic dimension is still little favored using environmentally sustainable brands. The territorial dimension depends on the creation of permanent protection areas as well as agroforestry systems.