An empirical model for branding oriented by the environmental sustainability of the Amazon Rainforest: a hybrid structural equation modeling with fsQCA approach

Abstract

Utilizing the Theory of Planned Behavior, a meaningful connection between an organization and its consumers can be established, transcending mere appearances and delving into emotions, relationships, and brand experiences. In line with these principles, this study aims to present an empirical model grounded in factual evidence derived from the perspectives of entrepreneurs and consumers of environmentally sustainable brands in the Brazilian Amazon. The proposed model adopts a mixed-modeling approach, utilizing data analysis techniques such as fuzzy-set qualitative comparative analysis (fsQCA). Two independent data sets were collected: one from 8 companies operating in the Amazon rainforest and another from 535 potential consumers. By analyzing these datasets, consumer motivations for the consumption of sustainable brands, entrepreneurial practices, and the role of traditional communities and the forest environment in shaping brand perceptions were identified. The results reveal that, from the consumer’s perspective, the key factors influencing a positive inclination to purchase sustainable brands include the brand’s engagement with traditional com munities, perceived product quality, brand innovation, and a transparently communicated positioning strategy. These constructs form the core components of the main solution. This article provides valuable information for entrepreneurs operating sustainable brands in tropical forests as well as for policymakers in community-based entrepreneurship. It is also of interest to researchers and individuals involved in brand management as a strategy for empowering small businesses engaged in sustainable practices and community collaboration. The study’s findings and recommendations have the potential to foster more sustainable and socially responsible business practices, thereby enhancing local economies and contributing to environmental preservation.