Green Purchases and Sustainability in Amazon’s Coffee Management

This study was conceived in the cradle of the Brazilian Amazon region, on managerial and cognitive knowledge of the perspectives of sustainable management in coffee cultivation. The objective is to study the green purchasing process and sustainability in coffee management; (1), to map the factors that interfere in the green purchasing processes and sustainability in the researched scenario (2), propose the innovation required with participative management in the face of sustainability with green purchasing (3). With a base on Contingency theories of adaptive nature and emerging demands, Ecodevelopment interprets and performs compatible actions for sustainable local development, the U Theory confronts the problems and transforms them with innovative solutions. The Method of Study adopted is the Case study, of a qualitative nature, such as bibliographic survey procedures, data collection by semi-structured interviews with social actors of the coffee system, data analysis through triangulation and criticism with the theoretical framework and construction of the innovation sustainable development proposal. The result shows the lack of knowledge about green purchasing and the sustainability aspect of the practices used in the Global Coffee Platform. The quality work of the coffee farmers was evidenced in an individual form, but in order to meet the quantitative demands of the market, it is required the structural and leadership development for the construction of APL or agricultural cooperative. The mental design configured at the base of the productive chain needs to break paradigms that interfere in the sustainable posture, to understand the needs of the consumers and to emphasize their participation on the responsibility with the Amazon and the beneficiary society as a whole. We presented suggestions of innovation discussed from the gaps detected by the mapping of factors

Strategic Paradigms of Social and Environmental Balance

Complaints about the socio-environmental relationship have become prominent, requiring the academy to deepen its studies on the strategic paradigms of sustainability. The objective of this essay is to study the conceptions of strategic paradigms along the path of social and environmental balance, with the specific objectives of raising the paradigms under social, economic, environmental and institutional aspects (1), analyzing the strategic paradigms that can favorably promote equilibrium (2), and critiquing the discourse of society, aiming at social and environmental balance (3). The elaboration of this work is based on the Institutionalist Theory that prescribes the set of individual behaviors, beliefs and values, processed in accordance with the individuals’ perception, and in their interpretative capacity of the reality in which they are inserted. This qualitative research is elaborated through the Method of Content Analysis, and applies procedures of bibliographical survey and documentary treatment of the social discourse that substantiates sustainable paradigms. As a result of the critical analysis, it is verified that the discourses and behaviors of the social agents do not contribute to the social-environmental balance. Then, new proposals of strategic paradigms which are useful for reflective actions and universal meanings are incorporated here. The expectation is to redirect the individual to behavioral reflections, through a learning that is coherent with the confrontation of the planetary emergency. It is also indicated for the spirit of preservation and conservation of the environment, in which the relationship with the social, economic and institutional will bring the desired balance for generations. This study represents those interested in the discussion about the socio-environmental relationship, and those involved in learning about sustainability and orientation towards ethical posture