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

Abstract

The rhetorictoward entrepreneurship in the Amazon region highlights the importance of sustainable actions developed by local brands. But little attention has been given to the entrepreneur's vision regarding the results of said applied practices. This study seeks to understand the perception of entrepreneurs from their business model related to the connection of the Amazon rainforest brand. The study consisted of semi structuredinterviews with 7 brands of Amazonian products using grounded theory. The results show that entrepreneurs understand that the reach of the social dimension depends on the trifecta articulation: entrepreneurs, native people, and ecological and cultural dimensions codependence directly on shared traditional knowledge. It is observed that the political dimension is still little developed in the region and its effects on products are inconsequential. The economic dimension is still little favored using environmentally sustainable brands. Finally, the territorial dimension depends on the creation of permanent protection areas as well as agroforestry systems.