Vender e educar com produtos sustentáveis ambientalmente: o caso dos consultores Natura em Sorocaba-SP

Abstract

The consumption has always been necessary for human survival. However in the XXI century it became the center of discussions about the environmental crisis. The act of consuming became the life purpose for many individuals, and the reason for overexploitation and environmental degradation. The changing of consumption patterns emerges as a possible solution through consumer awareness about the impact of their actions, which depends on reformulation of many concepts and values from an engaged environmental education, mainly in changing consumer profile and the means of production. With consumers more aware, the business sector will adopt more responsible standards in order to survive to the most rigorous market and avoid a future shortage. The Natura Cosmetics SA, for example, is considered as a company with sustainable profile, which has social and environmental concerns in their production processes, as well as programs and projects. The company's stance, therefore, can serve as an example to society and be a precursor of changes related to individual`s environmental attitudes. The company’s marketing method is realized through direct sales, which allows a closer relationship between seller and consumer, and therefore a possibility of environmental education. If the company`s consultants consider and follow the values of the company in their daily attitudes and professionals, the dissemination of ideas about conscious consumption and consequently a brand valuation will take place. The present work is a study about the influence of corporate values and practices adopted by the company Natura Cosmetics S.A. in daily life of a group of consultants. This work is characterized by a case study, through observation of consultants meetings, interviews and document analysis, whit the aim assessing whether the environmental actions adopted by the company reach, in fact, its consultants both in daily life as in their sales, discussing the educational potential that the company has and the opportunities which it offers. From the results obtained it is clear that interviewees encourage consumption under the pretext of preserving and enhancing domestic products of the company , that is, potential environmental education for the enhancement of the brand in the market is probably not addressed efficiently. Are required, therefore, different strategies of environmental education, consistent with the attitudes of selling and educating.