Affiliation:
1. Vidal Santos
2. Universidade Federal de Sergipe
3. Instituto Federal de Sergipe-IFS
Abstract
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.
Publisher
Research Square Platform LLC
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