Sustainability and green marketing challenge: Brazilian brewing industry case study


  • Úrsula Maruyama Federal Center for Technological Education Celso Suckow da Fonseca – CEFET/RJ
  • Marcos Vinicius Bier Quintanilha Castelo Branco University – UCB
  • Carla Mota dos Santos Silva Castelo Branco University – UCB
  • Paloma Martinez Sanchez Universidad El Bosque



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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How to Cite

Maruyama, Úrsula, Quintanilha, M. V. B., Silva, C. M. dos S., & Sanchez, P. M. (2019). Sustainability and green marketing challenge: Brazilian brewing industry case study. Brazilian Journal of Operations & Production Management, 16(1), 78–87.