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Motivations for a sustainable ethos: evidence from the globally present Brazilian multinational Natura &Co

Author

Listed:
  • Marco Simões-Coelho

    (Federal University of Rio de Janeiro)

  • Ariane Roder Figueira

    (Federal University of Rio de Janeiro)

  • Eduardo Russo

    (Federal University of Rio de Janeiro)

Abstract

Driven by improvements in the understanding and the growing importance of sustainability engagement among individuals and companies, this study aims to analyze the sustainable development of a renowned Consumer Goods Company. Natura &Co is a Brazilian multinational that forms among the five largest global beauty corporations, owning four major brands—Avon, The Body Shop, Aesop, and Natura. This study used a case study methodology and had the objective of analyzing the strategies adopted by the company through time while engaging in the global sustainability agenda. It also covers a gap in the literature in analyzing Latin American multinationals. The company is assessed through a case summarized into a sustainability motivations framework of four quadrants, namely social insurance, market success, legitimacy, and process improvement. As one of the main findings, the case confirms literature indications of the evolution of sustainability motivations and strategies from simple compliance with the law and social rules into innovation and differentiation, which allowed the company to compete globally.

Suggested Citation

  • Marco Simões-Coelho & Ariane Roder Figueira & Eduardo Russo, 2023. "Motivations for a sustainable ethos: evidence from the globally present Brazilian multinational Natura &Co," Environment Systems and Decisions, Springer, vol. 43(3), pages 321-336, September.
    • Handle: RePEc:spr:envsyd:v:43:y:2023:i:3:d:10.1007_s10669-022-09890-y
    DOI: 10.1007/s10669-022-09890-y
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