Sustainability and green marketing challenge: Brazilian brewing industry case study
Keywords:Sustainability, Consumption, Marketing Strategy, Greenwashing, Ambev
Goal: Understand the environmental impact of brewing industry activities in Brazil.
Design/Methodology/Approach: Discusses the model of production and consumption tied to the brewing market within the environmental debate. By bibliographical research, qualitative approach, case study. The case study data was collected within a three-month period on Ambev’s sustainability program analysis.
Limitations: Enterprise’s confidentiality. Some documents could not be reached.
Results: This study clarify that Ambev’s sustainability program does not meet its own objectives and statements as it does not effectively contribute to sustainability.
Practical Implications: This article’s value resides in revealing Ambev’s greenwashing strategies deepening the effects of environmental crisis worldwide.
Originality/Value: This study arises a critical thinking regarding big companies sustainability initiatives lacking real environmental concern.
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