Table 1 Codes and reference guides
Initials | Code | Description | |
|---|---|---|---|
Cluster 1 | 1A | Viewing the involved agents | The code “Involved agents” refers to the local agents involved in sustainable forestry activities, ranging from extractivism to the acquisition of products |
1B | Understanding how communities engage | The code aims to comprehend the involvement of traditional communities such as indigenous peoples, quilombo communities, and riverside dwellers, with the brand | |
1C | Government action | The code seeks to understand the role of the government and NGOs in promoting environmental sustainability | |
1D | Realizing the social impact | This code aims to comprehend the social impact of the brands in forests | |
Cluster 2 | 2A | Looking for a source of raw material supply | This code pertains to the sources of raw materials used by brands and the agents involved in the procurement process |
2B | Producing sustainable means of forest maintenance | This code focus on the strategies and initiatives undertaken by brands to ensure sustainable forest maintenance. | |
2C | Recognizing the importance of traditional knowledge | This code aims to understand the recognition and integration of traditional knowledge within traditional communities and its impact on entrepreneurship | |
2D | Commercial product/service negotiation | The code aims to understand which main products/services that are being developed sustainable in the Amazon rainforest of Brazil as studied in this research | |
Cluster 3 | 3A | Making the resources available | It aims to assess the extent to which brands make their resources available for the development of services/ products, both from themselves ad for other stakeholders in the local business ecosystem, including competitors |
3B | Understanding the processes | Focus on the production and extraction processes employed by producing agents, as well as the impacts are generated and the measures taken to minimize irT | |
3C | Seeking strategic dimensioning | This section focuses on understanding the consumer market profile and the desired scale of achievement without causing any adverse impacts on the Amazon rainforest | |
3D | Seeking fair trade | It aims to understand the fair price margin for trading its products, taking into account the challenges of sustainable performance and its obstacles to entering the market | |
Cluster 4 | 4A | Planning the brand | The code in this cluster refers to the branding strategies adopted by the company to strategically position themselves in contrast to the “environmental sustainability” brand |
4B | Outlining the distinctive signs | This section examines the signs and symbols that brands use to establish an association between their products and the forest or local community | |
4C | Positioning yourself strategically | This section explores the target market that brands aim to reach, whether it is regional, national, or international in scope | |
Cluster 5 | 5A | Pursuing environmental sustainability | This section focuses on the primary objective of companies to achieve environmental sustainability in the rainforest, including the preservation of traditional knowledge, species, and indigenous communities |
5B | Observing the deleterious occurrences | This section highlights the main activities that brands observe, which lead to the degradation of the rainforest in their respective localities | |
5C | Perceiving sustainability as a positive factor | The code in this cluster aims to understand the perception of the future of the rainforest and the sustainable attitudes observed which generate positive outcomes |