Abstract
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.
Highlights
In the globalized economy scenario, consumption is aimed at the economic development and companies’ wealth, during commercial activities’ growth
Consumption, which had as its main objective to meet the basic needs of individuals, has increasingly been associated to other purposes as well, such as providing the insertion of man in social life through the supply of desires for products and brands that make them feel in prominent position or belonging to a certain group, attributing status, validating their identity as citizens (Canclini, 1997)
In a world flooded by brands and products, companies survive through competitive value
Summary
In the globalized economy scenario, consumption is aimed at the economic development and companies’ wealth, during commercial activities’ growth. Concern with the rise of environmental debate in organizations has led them to address these discussions and to disclose measures to understand that they will only obtain competitive advantage with a greener approach Given this scenario, the Companhia de Bebidas das Américas (Ambev), a renowned Brazilian company in the beverage sector, proposes on its website four sustainability pillars to reduce the impacts caused by its activities. The Companhia de Bebidas das Américas (Ambev), a renowned Brazilian company in the beverage sector, proposes on its website four sustainability pillars to reduce the impacts caused by its activities Many companies use their digital communication channels as a means of disseminating their strategies, actions to environment preservation or the reduction of the impacts of their production, highlighting the term “sustainability”. Case study is used as a research method in many situations to contribute to the knowledge of individual, group, organizational, social and political phenomena (Yin, 2015)
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