New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception
Abstract The debate surrounding entrepreneurship in the Amazon rainforest region highlights the importance of sustainable actions developed by local brands. However, limited attention has been given to entrepreneur's perspectives regarding the outcome of their applied practices. The objective o...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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BMC
2023-07-01
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| Series: | Sustainable Earth Reviews |
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| Online Access: | https://doi.org/10.1186/s42055-023-00055-6 |
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| _version_ | 1841559088953032704 |
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| author | Luiz Diego Vidal Santos Francisco Sandro Rodrigues Holanda Pedro Vinícius Bertulino de Menezes Catuxe Varjão de Santana Oliveira Ana Paula Schervinski Villwock Alceu Pedrotti |
| author_facet | Luiz Diego Vidal Santos Francisco Sandro Rodrigues Holanda Pedro Vinícius Bertulino de Menezes Catuxe Varjão de Santana Oliveira Ana Paula Schervinski Villwock Alceu Pedrotti |
| author_sort | Luiz Diego Vidal Santos |
| collection | DOAJ |
| description | Abstract The debate surrounding entrepreneurship in the Amazon rainforest region highlights the importance of sustainable actions developed by local brands. However, limited attention has been given to entrepreneur's perspectives regarding the outcome of their applied practices. The objective of this study was to understand the entrepreneurs’ perception based on their business models concerning the connection to the Amazon brand and the aspects of sustainable use of its natural resources. The study was performed through semi-structured interviews with seven Amazonian product brands entrepreneurs utilizing Grounded Theory. The results demonstrate that entrepreneurs understand that reaching the social dimension relies on the articulation of three main factors: entrepreneurs, the native people, and the shared traditional knowledge and culture. It is observed that the political dimension is still underdeveloped in the region with limited application of its effects on products. Additionally, the economic dimension is not significantly favored by the utilization of environmentally sustainable brands. Lastly, the territorial dimension depends on the establishment of permanent protection areas, as well as agroforestry systems. |
| format | Article |
| id | doaj-art-ae232e5673e44b15a6dbceea7932349c |
| institution | Kabale University |
| issn | 2520-8748 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | BMC |
| record_format | Article |
| series | Sustainable Earth Reviews |
| spelling | doaj-art-ae232e5673e44b15a6dbceea7932349c2025-01-05T12:46:33ZengBMCSustainable Earth Reviews2520-87482023-07-016111710.1186/s42055-023-00055-6New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perceptionLuiz Diego Vidal Santos0Francisco Sandro Rodrigues Holanda1Pedro Vinícius Bertulino de Menezes2Catuxe Varjão de Santana Oliveira3Ana Paula Schervinski Villwock4Alceu Pedrotti5Graduate Program in Intellectual Property Science, Universidade Federal de Sergipe-UFSAgronomy Engineering Department, Universidade Federal de Sergipe-UFSAgronomy Engineering Department, Universidade Federal de Sergipe-UFSComputer Science Department, Instituto Federal de Sergipe-UFSAgronomy Engineering Department, Universidade Federal de Sergipe-UFSAgronomy Engineering Department, Universidade Federal de Sergipe-UFSAbstract The debate surrounding entrepreneurship in the Amazon rainforest region highlights the importance of sustainable actions developed by local brands. However, limited attention has been given to entrepreneur's perspectives regarding the outcome of their applied practices. The objective of this study was to understand the entrepreneurs’ perception based on their business models concerning the connection to the Amazon brand and the aspects of sustainable use of its natural resources. The study was performed through semi-structured interviews with seven Amazonian product brands entrepreneurs utilizing Grounded Theory. The results demonstrate that entrepreneurs understand that reaching the social dimension relies on the articulation of three main factors: entrepreneurs, the native people, and the shared traditional knowledge and culture. It is observed that the political dimension is still underdeveloped in the region with limited application of its effects on products. Additionally, the economic dimension is not significantly favored by the utilization of environmentally sustainable brands. Lastly, the territorial dimension depends on the establishment of permanent protection areas, as well as agroforestry systems.https://doi.org/10.1186/s42055-023-00055-6BrandEnvironmental sustainabilityMarketingEntrepreneur behaviorTraditional communities |
| spellingShingle | Luiz Diego Vidal Santos Francisco Sandro Rodrigues Holanda Pedro Vinícius Bertulino de Menezes Catuxe Varjão de Santana Oliveira Ana Paula Schervinski Villwock Alceu Pedrotti New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception Sustainable Earth Reviews Brand Environmental sustainability Marketing Entrepreneur behavior Traditional communities |
| title | New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception |
| title_full | New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception |
| title_fullStr | New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception |
| title_full_unstemmed | New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception |
| title_short | New connections between brand and environmentally sustainable businesses in the Amazon forest and local business owner’s perception |
| title_sort | new connections between brand and environmentally sustainable businesses in the amazon forest and local business owner s perception |
| topic | Brand Environmental sustainability Marketing Entrepreneur behavior Traditional communities |
| url | https://doi.org/10.1186/s42055-023-00055-6 |
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