SUSTAINABILITY AND GREEN MARKETING CHALLENGE: BRAZILIAN BREWING INDUSTRY CASE STUDY

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 ob-jectives 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 sustainabil-ity initiatives lacking real environmental concern.