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

Marco Simões-Coelho, Ariane Roder Figueira and Eduardo Russo ()
Additional contact information
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

Environment Systems and Decisions, 2023, vol. 43, issue 3, 321-336

Abstract: 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.

Keywords: Sustainable development; ESG; Corporate sustainability; Multinationals; Corporate engagement; Leadership (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10669-022-09890-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:envsyd:v:43:y:2023:i:3:d:10.1007_s10669-022-09890-y

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/10669

DOI: 10.1007/s10669-022-09890-y

Access Statistics for this article

More articles in Environment Systems and Decisions from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().