1 Introduction

Innovative companies are those that seek solutions and identify opportunities in problems [61]. Success factors in entrepreneurship include individual characteristics of the founder, structural and strategic features of the business, and environmental conditions of the company [23]. Innovation in production processes and sales management enhances competitiveness.

In the current business environment, innovation, entrepreneurship, and environmental sustainability are crucial factors for success. However, combining these seemingly opposing values can be a challenge. The emerging field of environmental entrepreneurship seeks to bridge this gap and promote sustainable development. A key aspect of this strategy is the sustainable management of forests, which requires a distinct management approach and significant investment [74].

The full development of environmental sustainability necessarily involves the protection and improvement of existing forests, providing restoration, maintenance, and environmental regulation actions to be applied to different management units. Previously, environmental sustainability actions were directed solely at the economic elite, neglecting social issues. Now, they are seen as crucial for the country’s sustainable development.

Environmental damages are predictable and demonstrate knowledge’s inability to control the effects of industrial development [58]. For sustainable development, science and technology must incorporate ecological potential, environmental conditions, and cultural values into the organization of production processes [34].

However, the establishment of sustainable forest enterprises requires a distinct management approach, as the processes are also considerably different and often more costly than conventional methods [3]. To achieve sustainable development and a highly competitive position, companies in the regions are seeking to integrate their environmental policies into their marketing strategies through environmental marketing [20]. The emerging field of environmental entrepreneurship seeks to bridge this gap and promote sustainable development. A key aspect of this strategy is the sustainable management of forests, which requires a distinct management approach and significant investment.

Marketing and business strategies based on Sustainability and Appropriate Technologies are crucial in determining which technologies should be prioritized for investment, both to address the country’s basic environmental issues and to expand product exports to countries that value environmental preservation [60]. One of the most widely used tools in marketing is the brand.

In the field of sustainable marketing, the brand is considered a valuable asset as it represents the identity and reputation of a company to its audience. It is through the construction of a strong and recognized brand that a company achieves differentiation from its competitors, gains the loyalty of its customers, and creates consumer loyalty to its products. Furthermore, the construction of a strong brand is fundamental for the long-term success of the company.

The brand consists of various elements, such as a logo, slogan, colors, and name, among others, which together form its personality and brand equity. These elements must be consistent and coherent with the message the company wishes to convey, making the brand the spokesperson for the company to its consumers. Additionally, the brand is also built through the experiences and perceptions of customers with the company, whether through its communication, products and services, or customer service, among other aspects.

The significant business importance of brands requires a specific management system, a system known as branding. Investing in a good branding strategy is essential for the success of sustainable forest management companies, allowing them to stand out in the market and gain the trust and loyalty of their customers [4]. A strong and well-established brand can be a crucial competitive advantage, enabling the company to have an edge over its competitors and charge higher prices for its products or services.

In the context of sustainability, a successful brand management strategy can be influenced by both the authenticity of the brand and a company’s sustainability practices. For example, companies that display authenticity in their sustainability initiatives can enhance the perceived quality of their brands [83]. Furthermore, when combined with the strategic positioning of the brand, retail innovation has been shown to elevate the perceived quality of a brand, as demonstrated in recent research [45]. Thus, factors such as authenticity and innovation have a significant impact on the perceived quality of the brand, which, in turn, is crucial for reinforcing the brand’s value.

These competitive advantages can also be leveraged by small and medium-sized enterprises (SMEs) to help them address the challenges that crises often pose to their operations since sustainability creates a community vision that respects the prudent use of natural resources to ensure that current generations can achieve a high degree of economic security and attain democracy and popular participation in community control, preserving the integrity of the ecological system and life [27]. This assistance includes support for the implementation of sustainable development practices and green marketing strategies, which can be particularly beneficial for forest companies, especially small businesses in the sector. These companies face unique challenges related to sustainability, such as production costs, logistics, and consumer acceptance of premium prices [95]. Therefore, adopting a strategy that emphasizes the value of brand products can be advantageous for these entrepreneurs.

To gain a comprehensive understanding of the various dimensions that constitute sustainable business, it is imperative to establish a comprehensive view of the current management landscape in the context of management technologies, particularly those associated with brand marketing and its alignment with environmental sustainability. Such understanding will enable more informed decision-making, encouraging the active involvement of new entrepreneurs in effective environmental sustainability efforts [55]. This knowledge acquisition significantly impacts all aspects of the business, directly influencing its competitive capabilities [5].

Small businesses, lacking resources for substantial investment in research and development (R&D), have faced challenges in maintaining competitiveness, mainly due to evolving consumer behaviors and changing needs [94]. However, when examining brands that have successfully implemented sustainable policies in their endeavors, it becomes evident that access to organized and assertive empirical knowledge shared by established entrepreneurs can be advantageous for decision-making activities related to branding. This information provides valuable insights for new entrepreneurs, optimizing their time and efforts [6].

In this context, research to analyze and develop an effective model guiding brand development is crucial. Such research can identify key indicators that contribute to brand strategic positioning and, consequently, effective sales performance. It relies on the knowledge and opinions of entrepreneurs already engaged in corporate social responsibility, offering insights that can streamline the decision-making process [39].

To achieve this goal, this study aims to explore an empirical model based on factual evidence derived from the perspectives of entrepreneurs and consumers of environmentally sustainable brands in the Brazilian Amazon. By understanding the formative constructs that influence consumer perceptions, especially regarding sustainable products, as well as the relationships of entrepreneurs in the Amazon forest in Brazil, the collected data has the potential to stimulate future scientific and technological advancements that can positively impact the valuation of products from sustainable companies [26].

This knowledge can drive the evolution of companies prioritizing environmental sustainability and aiming to minimize the impact of their production on existing forest environments. Therefore, the research’s objective is to identify how brand equity constructs, specifically those rooted in environmental sustainability in the Amazon forest, influence consumer loyalty and purchase intentions.

2 Literature review

Brazil is home to several biomes of global ecological significance, with the Amazon Forest standing out as the largest tropical biome on Earth. Encompassing ~ 6.7 million square kilometers across nine South American countries, Brazil holds the majority of this forest, covering about 60% of its territory and spanning nine states [55].

This vast ecosystem is recognized as a national and global treasure, offering a multitude of environmental, social, and economic benefits. Beyond its significance for global biodiversity, the Amazon Forest plays a crucial role as a massive carbon sink, storing an estimated 86 billion tons of carbon in its soil [31]. Additionally, the forest holds immense cultural value for the region’s traditional communities [86]. In Brazil, the Amazon rainforest is home to ~ 350 distinct ethnic groups, with an Indigenous population estimated at 1.6 million people residing in the Amazon region [44]. These statistics underscore the Amazon Forest’s pivotal role in Brazil, encompassing vital ecological, social, and economic functions.

Translating the concept of sustainable development to Brazil’s Amazon region presents analogous challenges, given its vast geographical expanse and formidable implementation challenges. The region’s unique characteristics, including its extensive size, unparalleled biodiversity, and intricate socioeconomic dynamics, present distinctive challenges for sustainable forest management [21, 30, 52]. For instance, the preservation and restoration of degraded forest areas necessitate collaborative efforts involving various sectors and stakeholders, ranging from landowners and government entities to non-governmental organizations and local communities [10]. Furthermore, pursuing sustainable development in the Amazon region mandates a delicate balance between environmental preservation and enhancing the well-being of indigenous and traditional communities heavily reliant on the forest for their livelihoods [36, 64].

The definition of sustainable growth within the Amazon Forest context necessitates a multifaceted approach, considering the ongoing transformations driven by societal demands. The traditional subsistence and extractive production models have evolved into complex systems characterized by structural changes and intricate social dynamics [8]. Attempting to encapsulate the development of this unique ecosystem within a singular concept would be overly reductionist. As a result, sustainable development in this context is often conceptualized through the lens of not only the well-known “sustainability tripod” or “triple bottom line” (TBL), emphasizing environmental responsibility, social equity, and economic viability [67] but also the Global Reporting Initiative (GRI) [24].

The TBL, represented by its three dimensions—environmental responsibility, social equity, and economic viability—provides a foundational framework for understanding sustainability [67]. It underscores the need for a balanced approach that addresses environmental impacts, social inclusivity, and economic resilience. This perspective aligns closely with the principles of the Sustainable Development Goals (SDGs) outlined by the Food and Agriculture Organization [28]. The SDGs, similar to the TBL, advocate for an integrated, multisectoral approach that involves diverse stakeholders, including the public and private sectors, to foster synergies across domains such as agriculture, health, education, social development, and the economy [50].

In tandem with the TBL and SDGs, the GRI Initiative offers a structured framework for organizations to assess, report, and communicate their sustainability performance [24]. The GRI framework extends across a range of sustainability dimensions, encompassing environmental, social, and economic aspects. It prompts organizations to report on environmental impacts, labor practices, human rights, product responsibility, and more, contributing to a comprehensive understanding of sustainability.

Both the TBL, SDGs, and GRI framework highlight the importance of adopting an integrated, multisectoral approach to sustainable forestry development within the Amazon [82]. This approach involves safeguarding existing ecosystems, rehabilitating degraded areas, and embracing sustainable agricultural practices like community-based forestry and family farming [12, 57]. Beyond environmental considerations, they recognize the vital role of sustainable practices in ensuring food security and bolstering the country’s economy.

However, it is essential to acknowledge that sustainable development, as encompassed within these frameworks, extends beyond environmental preservation to encompass social and economic dimensions [14, 88]. The perceptions of entrepreneurs regarding the importance of sustainable practices also play a pivotal role in this multifaceted equation. Economic agents operating in open market economies face substantial pressures [2]. Therefore, the search for innovation in management and marketing processes becomes imperative to enhance competitiveness. By embracing the holistic perspectives of the TBL and the GRI, stakeholders in the Amazon Forest can comprehend the complex terrain of sustainable development more effectively, fostering a balanced and inclusive path toward a sustainable future.

In light of these complexities, small agricultural and forestry enterprises in the Amazon region must establish a competitive edge rooted in innovation, sophistication in product offerings, and a paradigm shift in property management practices and resource utilization [93]. Furthermore, they should adopt an environmental impact compensation system, aligning economic profitability with knowledge-intensive circular economy practices [7].

Presently, small businesses sourcing raw forestry materials seek to align their environmental policies with marketing strategies based on environmental sustainability to enhance their brand value [29]. The literature on green marketing has explored its significant role in promoting sustainable development by highlighting the environmental attributes of products and services [71]. Additionally, recent research has emphasized the influence of brand value on consumer behavior toward sustainable products [42, 89].

In this context, it is imperative to innovate marketing management systems to enhance brand recognition, ensuring that consumers consider the brand when making purchasing decisions [18]. The marketing literature of the past decade has witnessed a shift toward a service-dominant logic [13]. Gupta et al. [40] have developed a conceptual framework grounded in the theory of the sustainability tripod (triple bottom line), positing that a brand can accelerate the conversion of available opportunities into sustainable business practices, positioning it ahead of competitors in terms of superior performance. Consequently, the brand assumes a catalytic role in advancing sustainable development objectives.

Moreover, linking the concept of the triple bottom line with marketing places sustainability and individuals (including consumers and entrepreneurs) at the forefront of a company’s strategic management. This approach is grounded in the idea that the value of a product or service is co-created from the consumer’s perspective and entails an understanding of the company’s performance [43], Becker and Jaakkola [9]. The GRI framework has significantly influenced the establishment of sustainability reporting standards, underscoring the paramount importance of transparency and accountability in corporate sustainability endeavors [16].

The GRI’s established framework for sustainability reporting offers organizations a standardized approach to articulate their environmental sustainability practices, particularly when navigating the intricate ecological challenges of the Amazon Rainforest. This alignment ensures that companies operating in the region can transparently convey their commitment to environmental responsibility, thereby contributing to the study’s objective of establishing sustainable branding in harmony with the fragile ecosystem of the Amazon.

Furthermore, the GRI’s international recognition and widespread acceptance enhance its relevance within the context of the Amazon Rainforest. By adhering to GRI standards, organizations operating in or impacting the Amazon Rainforest can communicate their sustainability efforts in a universally understood language, rendering their initiatives more accessible to stakeholders worldwide. This global reach proves particularly crucial when addressing the environmental challenges of the Amazon, enabling a broader audience to comprehend and support the branding and sustainability initiatives explored in the article [24].

Effectively communicating a brand’s environmental commitments and policies can facilitate consumers in connecting the brand’s intended outcomes with its products, thus enhancing the fair value they offer [41, 88]. This, in turn, naturally fosters stronger brand equity, with consumer perceptions playing a pivotal role in linking brand image to planned environmentally sustainable behaviors. Scholars like Aaker [1] and Keller [48] concur that brand value hinges on awareness, associations, perceived quality, and loyalty. From a customer’s standpoint, these aspects can be elucidated through convincing strategies [84].

In the context of sustainable forestry development, particularly within the Brazilian Amazon region, an integrated and multisectoral approach gains prominence as it addresses a gap in the literature by exploring the intersection of environmental sustainability, green marketing, and branding concerning small agricultural and forestry enterprises [19]. This highlights the significance of innovating brand management and marketing practices to attain sustainability and competitiveness within an open market setting [56].

This study makes a significant contribution to the existing literature by addressing critical gaps in understanding sustainable branding and its impact on various stakeholders. Entrepreneurs can derive valuable insights into the effective integration of sustainability principles within their marketing and branding strategies, as emphasized by Oliveira et al. [69]. The research goes beyond conventional approaches, shedding light on the intricate relationship between brand authenticity and sustainable branding strategies, a relevance that spans diverse industries.

Notably, the findings extend beyond academia, carrying practical implications. Policymakers can leverage the insights from this study to formulate and implement policies that promote sustainable business practices, thereby contributing to a more environmentally conscious and socially responsible marketplace. Moreover, consumers are equipped with a deeper comprehension of the sustainable initiatives embraced by the brands they choose to support, aligning with the perspectives elucidated by Minton et al. [63].

At the core of this research lies the fundamental premise that adept branding techniques play a pivotal role in driving the acceptance of sustainable products, and transcending industry boundaries. To this end, the study introduces an empirically grounded model rooted in evidence gathered from the perspectives of both entrepreneurs and consumers. This model offers a unique perspective on brands associated with environmental sustainability in the Brazilian Amazon, providing a comprehensive framework for understanding and implementing sustainable branding strategies. Through this endeavor, the research contributes to advancing knowledge and its practical application in the field of sustainable marketing, delivering benefits to a wide array of stakeholders.

3 Material and methods

3.1 Research and sample design

This study was conducted in six phases, as illustrated by the adopted research methodology spectrum (Fig. 1).

Fig. 1
figure 1

Spectrum of the adopted research methodology

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3.2 Scope review (phase I)

During the initial phase, a scoping review was conducted following PRISMA standards to identify pivotal factors linked to activities conducted by sustainable businesses in forest exploitation and environmental preservation. These factors had the potential to influence the efficiency and equity of local brands. From the findings of this scoping review, four constructs were selected that were part of potential consumers’ perceptions concerning the analyzed brands and their Purchase intention (PI) the presented products. These constructs are Strategic Brand Positioning (SBP), Perceived Brand Quality (PBQ), Retail Innovation (RI), and Brand Authenticity (BA).

3.3 Scale development (phase II)

A psychometric scale for brand equity was developed and validated by Sustainable Amazon (BES-Amazônia). The aim was to identify crucial factors associated with the activities conducted by sustainable businesses involved in forest exploitation and environmental protection. These factors had the potential to influence brand efficiency and equity among local brands. The scale comprises two subscales: the BES-Amazônia consumer scale and the BES-Amazônia entrepreneur scale.

The BES-Amazônia consumer subscale consisted of 22 questions aimed at understanding which constructs influence consumers’ preferences for sustainable brands and which key attributes and factors influence the brand’s potential from the consumers’ perspective. It comprises five constructs: PI, SBP, PBQ, RI, and BA. A Likert-type scale ranging from 1 (strongly disagree) to 5 (strongly agree) was employed. The scale’s validation followed the recommendations outlined in the Standards for Educational and Psychological Testing [33]. To evaluate this subscale, 262 consumers were initially interviewed to validate the BES-Amazônia consumer scale based on their perceptions of the eight brands employed in the BES-Amazônia entrepreneur scale.

The BES-Amazônia entrepreneur subscale aims to comprehend entrepreneurs’ interpretation of the dimensions of environmental sustainability in the Amazon region, particularly focusing on the guiding questions of the dimensions for sustainable development. This scale is rooted in the dimensions for sustainable development proposed by Sachs [78].Footnote 1 The assessment of the economic (source of raw materials, products, etc.), social (gender parity, awareness of local communities, etc.), and environmental (packaging reduction, CO2 emissions reduction, etc.) dimensions was conducted using an adaptation of the triple bottom line quiz proposed by Postel et al. [72]. The dimensions of cultural, ecological, territorial, national political, and international political were evaluated through adaptations of the questionnaire proposed by Grigorescu et al. [38].

Additionally, the BES-Amazônia entrepreneur subscale consists of five formative constructs: Agents and Communities Involved (ACI), Marketing of Products and the Consumer Market (MPCM), Availability of Resources and Raw Materials Used (ARM), Additional Brand Equity (BE), and Vision of Sustainable Forestry Activities (VSFA). This subscale was evaluated using eight Amazonian product brands produced with consideration for local forest sustainability. To measure the effectiveness of this scale based on qualitative assessments by expert judges in the field, a Content Validity Coefficient (CVC) was applied to the proposed instrument. The technique involved seeking consensus from professionals who would provide values and opinions on the instrument’s translations and adaptations to enhance its effectiveness.

The scale assessment was conducted in a blinded manner by three expert judges from interdisciplinary areas to ensure participant confidentiality and increase the reliability of the results. After validating the items, randomization was performed using Excel software. Data collection was conducted from March to May 2022, focusing on six socio-productive chains in the region: Tourism, Gastronomy, Biotechnology, Agroforestry Systems, Non-timber Forest Products, and Sustainable Fashion.

3.4 Comprehension of the scale (phase III)

Phase III involved gaining a comprehensive understanding of the brand using the BES-Amazônia Scale. Exclusive brand perception based on the product was acquired by administering the BES-Amazônia consumer subscale questionnaire to 535 potential consumers from all regions of Brazil and conducting interviews with 8 entrepreneurs representing the tested brands. The results were analyzed using structural Equation Modeling [90], Rasch Item Response Theory [53], and Grounded Theory [35].

The application of the Rasch model to Likert scale data enabled the conversion of participants’ responses into a continuous linear measure, representing the latent trait level (θ) underlying consumers’ agreement with the questions [91]. The Rasch model posits that the likelihood of an individual agreeing with a specific item depends solely on their latent ability and the item’s difficulty [11]. This model also eliminates the tau-equivalence assumption, which assumes that all items are equally important for the factor, and it accounts for the varying thresholds of each survey respondent (consumers) [81, 96].

3.4.1 Analysis of the perception of brand entrepreneurs

Entrepreneurs’ unique perceptions were analyzed based on the BES-Amazônia entrepreneurs subscale using Grounded Theory. This phase aimed to develop an empirically grounded model to understand how entrepreneurs interpret the dimensions of environmental sustainability in the Amazon region, particularly focusing on the guiding questions related to sustainable development dimensions described by Foley and Timonen [32].

The Grounded Theory approach encompasses four stages: open coding, axial coding, and selective coding, leading to the development of a theory that serves as a guide, containing codes associated with the responses of the interviewed entrepreneurs [35, 62]. The scores assigned to each code by each interviewed entrepreneur served as the foundation for Phase IV and subsequent phases. The earlier phases were implemented in previous works, with this research primarily addressing Phase IV.

3.5 Agreement of the guides (phase IV)

In Phase IV of the research, the interviews of the eight entrepreneurs were subjected to the assessment of ten specialists, aiming to assign inclusion values to each cluster in the guide. Agreement scores followed the standards of a five-point Likert scale: 1—Not applicable; 2—Usually not applicable; 3—Occasionally applies; 4—Usually applies; 5—Always applies. Simple Kappa tests were used to evaluate agreement among the scores assigned by the experts, following the guide. A simple Kappa analysis was conducted using SPSS software (version 25.0).

The interpretation of the Kappa test results adhered to the criteria established by Landis and Koch [51], which categorize agreement values between 0 and 0.2 as unsatisfactory or weak, values between 0.21 and 0.4 as moderate, values between 0.41 and 0.6 as regular or moderate, values between 0.61 and 0.8 as good or substantial, and values between 0.81 and 1.0 as excellent.

3.6 Analysis by fsQCA (phase V)

The utilization of fsQCA (fuzzy-set Qualitative Comparative Analysis) in this study serves as a robust method for aggregating and analyzing observed data. Unlike conventional binary methods, fsQCA accommodates both outcome and predictor variables on a diffuse scale, regardless of their initial qualitative or quantitative nature. This adaptability proves pivotal in capturing the intricate and nonlinear relationships within the research context [15].

At its core, fsQCA in this research seeks to convert the raw scores of various variables into fuzzy association scores, spanning from 0.0 to 1.0. These scores indicate the degree of membership or presence of an element within a particular set. For instance, a score of 1.0 signifies complete membership, signifying a clear and robust relationship, while 0.5 denotes cross-points, implying a moderate or partial association. A score of 0 suggests an absence of a clear relationship [92].

The application of fsQCA in this study represents a noteworthy contribution to the field as it aligns with the Set Configuration Theory paradigm. This approach enables the exploration of comprehensive interactions among elements, particularly within the intricate and nonlinear dynamics of sustainable branding and consumer behavior. In this research, eight constructs (constituent variables) derived from the BES-Amazônia scale were considered condition variables for the comparative analysis.

To ensure the precision of the fsQCA results, calibration for fuzzy values was meticulously executed. This calibration process is indispensable as it standardizes the metrics employed in fsQCA. Fuzzy sets conventionally range from 0 to 1.0, with 1.0 denoting full membership, 0.5 indicating cross-points, and 0 implying a lack of a clear relationship. Given that the variables in the BES-Amazônia scale were originally distributed based on a 5-point Likert scale, resizing and calibration were essential to adapting them to the fuzzy-set framework [17].

Therefore, the integration of fsQCA into this study represents a methodological leap that significantly enriches the ability to investigate the multifaceted relationships within the domain of sustainable branding and consumer behavior. Through meticulous calibration and fuzzy-set transformations, this approach offers a nuanced and accurate representation of the intricate interactions among variables, thereby deepening the understanding of this research field. This methodological selection not only aligns seamlessly with the study’s objectives but also underscores the commitment to rigorous analysis and thorough exploration of the subject matter.

The calibration of the data obtained from interviews with potential consumers was based on the latent trait values (θ) of the respondents for each construct, calculated as the sum of the items within each construct. The values for each construct were as follows: The complete set (1.0) was assigned the highest observed latent trait values (θ SBP = 5.790; θ PBQ = 3.720; θ RI = 7.17; θ PI = 3.49); cross-point values (0.5) were determined using the median (θ SBP = 1.53; θ PBQ = 0.22; θ RI = 3.290; θ PI = \(-\) 1.260); and the value indicating no association (0) originated from the smallest latent trait value obtained for each construct (θ SBP = \(-\) 4.61; θ PBQ = \(-\) 6.140; θ RI = \(-\) 6.940; θ PI = \(-\) 5.77). The calibration and analysis were conducted using fsQCA v4.0 software [73]. Upon processing the condition and outcome measure calibrations into fuzzy scores, the fsQCA results were categorized into three sections: need analyses, explanation of configurations, and sufficiency analyses.

For the BES-Amazônia entrepreneurs subscale, the values assigned by the expert evaluators to the guide’s indices were considered: five (5) for full compliance, three (3) for intersection, and one (1) for non-compliance. This approach follows the suggestions by Kaya et al. [47], since all measures exhibited acceptable intervals, implying a normal distribution.

In the pursuit of results in fsQCA for constructing the truth table, the approach proposed by Rihoux [75] was adopted, involving the identification of central conditions present in parsimonious solutions with consistency above 0.75, while peripheral conditions are eliminated. The presence of a condition is indicated by black circles (●), and its absence is represented by crossed circles (⊗) (Ragin and Fiss 2008), non-completion indicates indifference to the construct in the solution. The distinction between core and peripheral conditions is made using large and small circles, respectively.

For case selection, the coverage value for Proportional Reduction in Inconsistency (PRI) was employed. To be accepted in the solution, a minimum threshold of 0.7 was set for the PRI consistency score [37].

3.7 The proposition of the empirical model (phase VI)

Finally, in Phase VI, an empirical model was formulated, enabling researchers and entrepreneurs to develop their brands or facilitate new multidisciplinary research for their brands, thereby assisting these companies in establishing positive brands while upholding the necessary environmental responsibility for local development. The model presented herein seeks to advance knowledge regarding experimental brand practices in academia, address emerging research trends, and connect this work to environmental management tools.

Given the requisite multidisciplinarity in the studied area, the model proposes improved interaction between researchers and specialists in the fields of marketing, branding, entrepreneurship, and sustainability studies. The objective is to foster discussions on the subject, identify the strengths and limitations of current approaches, and propose innovative solutions for sustainable forestry development.

As stated by Mandran [57], when developing an empirical model, it should be grounded in an epistemological paradigm. Accordingly, the model is rooted in a pragmatic constructivist epistemological paradigm, seeking to elucidate its epistemological assumptions by generating scientific knowledge based on hypothetical assumptions derived from real-life experiences [25].

Figure 2 illustrates the nomological network of conceptual relationships underlying the sustainable branding model. The adopted structure is the established S-O-R (input–response–output) framework, commonly found in various purchase intent models [49, 77, 80]. This structure comprises three types of variables: antecedent variables, branding component variables, and outcome variables.

Fig. 2
figure 2

Nomological network of conceptual relationships underlying the sustainable branding model

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Prior variables were considered for the questions present in the scales, with support from the literature. The constructs were developed from these antecedent variables, which are considered formative variables. These constructs encompass both cognitive and affective components of the exclusive perception of the brand from both the product and the entrepreneurs. These perceptions, in turn, influence the outcome behavior, which is the global brand perception and, more specifically, the purchase intention (PI). The hypotheses considered in this study are as follows:

H1

The BSP, based on the Theory of Planned Behavior, positively influences the PI.

H2

The PBQ, based on the Theory of Planned Behavior, positively influences the PI.

H3

The perception brand’s RI, based on the Theory of Planned Behavior, positively influences the PI.

H4

The perception of BA, based on the Theory of Planned Behavior, is positively influenced by the PI.

H5

The connection between the brands and the agents and communities involved in the Amazon rainforest, based on the Theory of Planned Behavior, positively influences the PI.

H6

Consumer knowledge about the means of commercialization and the active market of sustainable brands in the Amazon rainforest positively influences the PI.

H7

Consumer knowledge about the origin of resources and raw materials used by sustainable brands from the Amazon rainforest positively influences the PI.

H8

The additional value attributed to products from sustainable brands from the Amazon rainforest positively influences the PI.

H9

Entrepreneurs’ view of the importance of sustainable activities developed by their brand positively influences the PI.

H10

The Theory of Planned Behavior, based on a diffuse set representing the consumer’s perception of the entrepreneur’s environmental responsibility, positively influences the PI sustainable brands.

The presented hypotheses provide a robust foundation for exploring the intricate links between sustainable branding and consumers’ propensity to purchase products associated with Amazonian sustainability. A notable strength of these hypotheses lies in their alignment with the Theory of Planned Behavior, a well-established theoretical framework for elucidating consumer behavior. However, delving into how these hypotheses correlate with societal dynamics and current consumption trends is crucial for understanding their broader context.

Observations highlight a growing societal awareness of environmental and social concerns, resulting in increased consumer interest in products from brands demonstrating a commitment to sustainability. This trend aligns with Hypotheses H1, H2, and H3, asserting that perceptions of sustainable branding, product quality, and RI positively influence the PI. This alignment reflects the escalating demand for eco-friendly and socially responsible products.

Furthermore, Hypotheses H7 and H8 underscore the significance of consumer knowledge regarding the origin of resources and materials used by sustainable brands in the Amazon. This reflects the increasing consumer preference for supply chain transparency and traceability, with individuals seeking insights into the origins and production processes of the products they purchase. Consequently, these hypotheses harmonize with the contemporary emphasis on product provenance and sustainability.

The hypotheses proposed in this study align with empirical observations and societal trends, indicating that sustainable branding strategies are gaining relevance among conscientious consumers who value production transparency and sustainability commitments. However, empirical research is essential to validate these hypotheses within the specific Amazonian context, further contributing to the understanding of consumer behavior toward sustainable products.

As this research involves human participants, it was submitted to the Research Ethics Committee and received approval for implementation. Participants who agreed to take part in the study were fully informed about its objectives and data collection methods and were also supplied with the necessary information contained in the Free and Informed Consent Form (FICF). Individuals who did not consent to participate had their data excluded from the survey.

4 Results and discussion

4.1 Instrument validation

Regarding the sample used for evaluating the BES-Amazônia entrepreneur subscale, an uneven distribution by age was observed: 42% were between 18 and 24 years old, 34% between 25 and 34 years old, 15% between 35 and 44 years old, and 9% between 45 and 64 years old. The majority of participants (54.5%) were female. The sample included consumers from all regions of Brazil, with 6% from the North region, 40% from the Northeast region, 32% from the Southeast region, and 16% from the South region. Out of the participants, 104 responded in person, and 158 responded online.

The observed gender balance, with a majority of participants (54.5%) being female, is pivotal for unraveling gender-specific preferences and attitudes towards sustainability in branding. This demographic insight introduces complexity to the analysis, necessitating consideration of how gender dynamics may influence consumer perceptions of sustainability-oriented brands, particularly within the context of the Amazon Rainforest.

Research consistently indicates that women tend to be more socially and environmentally conscious consumers, exerting a significant impact on brand perceptions. Therefore, accounting for this gender-specific dimension in the sample is indispensable for a comprehensive understanding. An approach may involve a detailed examination of how female participants’ responses differ from male participants, where applicable, and whether their attitudes align with the broader discourse on gender and sustainability. This approach could lead to a nuanced interpretation of research findings, providing valuable insights into potential variations in consumer behavior and attitudes toward sustainable branding practices.

Scale adjustment indices (χ2 = 86,460; df = 132; p < 0.001; RMSEA = 0.027; BCa 95% [0.00–0.037]; CFI = 0.998; BCa 95% [0.998–1.002]; TLI = 0.997; BCa 95% [0.997–1.002]) indicated a good statistical fit for the model. A Root Mean Square Error of Approximation (RMSEA) value below 0.08 is considered indicative of a good statistical fit for the proposed instrument [85, 90]. Comparative Fit Indices (CFI) and Tucker-Lewis Index (TLI) above 0.95 further support the instrument’s superior performance. In this context, the term “BCa 95%” refers to a specific type of confidence interval calculation known as Bias-Corrected and Accelerated Bootstrap Confidence Interval, with a 95% confidence level.

The Bartlett’s test of sphericity (χ2 = 75.548; df = 210; p < 0.001) and KMO (0.89) values indicated the interpretability of the items’ correlation matrix. For stability, Cronbach’s alpha showed acceptable values (Cronbach’s α = 0.925). The parallel analysis suggested the presence of five factors, aligning with the theoretically proposed constructs.

The assessment of the instrument’s validity included a thorough examination of convergent validity, which measures its correlation with other tests assessing the same construct. The instrument exhibited commendable values across all analyzed dimensions: SBP (0.845), PBQ (0.964), PI (0.889), BA (0.675), and RI (0.677). These results align with the recommended threshold for convergent validity, typically set above 0.50 [59], indicating the instrument’s ability to effectively measure the intended constructs.

For a more comprehensive insight into the practical implications of these convergent validity values, it could be valuable to assess their alignment with established validity benchmarks. The observed strong correlations suggest the potential effectiveness of the instrument in capturing the intended constructs, aligning with established standards. However, conducting a comprehensive evaluation, considering divergent validity by examining correlations with measures of distinct constructs, remains a possibility. This additional analysis might offer valuable insights into the instrument’s discriminant validity, potentially enhancing its capacity to distinguish between related yet separate concepts.

In summary, the obtained results indicate that the BES-Amazônia subscale exhibits robust psychometric properties, with validation values within the expected range concerning potential consumers’ interest in the analyzed brands. Therefore, the validated subscale proved to be applicable in this experiment. Appendix 1 describes the measurement items.

Regarding the validation of the entrepreneurial BES-Amazônia subscale, two items that did not achieve values greater than or equal to 0.8 were grouped and reallocated for correction based on at least two of the established criteria (clarity, relevance, and coherence). Following these corrections, the instrument demonstrated adequate Content Validity Coefficient (CVC) values for practical use. The average CVC for the full scale, considering the three aforementioned criteria, was 0.88. Furthermore, it exhibited good clarity in language (0.78), practical relevance (0.87), and theoretical relevance (0.93), resulting in an overall CVC of 0.91. These findings affirm that the BAS-Amazônia psychometric instrument, encompassing the two subscales, is suitable for the Brazilian audience.

4.2 SEM of consumer perception

Based on the results of the Structural Equation Modeling (SEM) applied to the BES-Amazônia subscale in a sample of 543 potential consumers, a brand equity definition model related to environmental sustainability in the Amazon region was established, which influences consumers’ PI of the product.

The structural model (see Fig. 3) illustrates that consumers’ preference for sustainable brand products is directly and positively influenced by all the variables under study. Notably, the constructs of BA with β = 0.886, standard error (SE) = 0.041, and p < 0.001, and RI with β = 0.881, SE = 0.074, and p < 0.001 exhibit the highest influence values. These results demonstrate significant effects, with standardized paths between the factors and the indicators exceeding 0.40, thereby confirming sustainability [87].

Fig. 3
figure 3

Contribution of the variables strategic brand positioning (SBP), perception of product quality (PBQ), retail innovation (RI), and brand authenticity (BA) in the Purchase intention (PI) products from sustainable brands in the Amazon (PI). (χ2/df = 4.94; CFI = 0.910; TLI = 0.981; SRMR = 0.781; RMSEA = 0.084 (0.071–0.109) (Fig. 2 is a representational graph. Items constituting each dimension and non-significant relationships are omitted for clarity.)

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Regarding the explanatory power of each variable individually, it becomes evident that SBP has the most substantial effect on PI, with R2 = 0.738. This outcome supports the acceptance of Hypothesis H1, indicating that SBP significantly influences consumer perception. It not only positively impacts consumers’ PI but also explains the majority of the observed variation in this construct.

Concerning Hypothesis H2, it can also be accepted, as the PBQ construct has substantial explanatory power on its own, with R2 = 0.719. However, the variables RI and BA support the acceptance of Hypotheses H3 and H4, albeit with lower individual explanatory power when analyzed independently: RI with R2 = 0.676, SE = 0.086, and p < 0.001, and BA with R2 = 0.668, SE = 0.194, and p = 0.001. In this context, it is necessary to consider these constructs as part of a diffuse set.

4.3 Qualitative/fuzzy set comparative analysis (fsQCA)

In the analysis of the judges’ agreement regarding the classification of entrepreneurs and their brands based on the indices provided in the proposed guide, the comparison using Fleiss’ Kappa revealed moderate reliability among the three evaluators (K = 0.645; [CI95% = 0.524–0.710]; z = 9.784; p < 0.001). This indicates a statistically significant agreement between the raters, demonstrating the instrument’s reliability in this context. Additionally, the Kappa analysis results for individual categories were also found to be acceptable and statistically significant for all classes outlined in the guide.

The indicators presented in the main solutions indicate that consumers’ perceptions of the product are sufficient to generate PI. This sufficiency is contingent upon certain central conditions, namely, SBP, PBQ, and RI. However, these conditions are not necessary individually to stimulate PI.

This behavior is visually apparent in the XY graph of Fig. 4, representing the constructs related to PI and illustrating an asymmetric relationship. For example, Fig. 4a suggests that elevated levels of consumer perception regarding environmental sustainability correspond to elevated levels of PI. However, it is important to note that low perception values can also lead to both high and low company performance values. Consequently, elevated levels of sustainability perception among consumers are sufficient to drive high brand interest performance, but they are not an absolute prerequisite, as low perception values can also lead to PI.

Fig. 4
figure 4

a Graph depicting interest in PI purchase based on unique brand perception of the product and (b) graph depicting interest in PI purchase based on global perception of sustainable brand

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When considering the Agents and Communities Involved (ACI) construct in the potential solution (Fig. 4b), the values related to PI exhibit a more symmetrical behavior compared to the previous data. This result underscores the considerable influence of consumers’ perceptions regarding entrepreneurs’ commitment to ACI.

The comprehension of each construct can be achieved by examining the configurations of potential solutions. In Table 1, various necessary and sufficient paths related to the interaction between the analyzed constructs and consumers’ PI products offered by sustainable brands are presented. There exist multiple combinations of conditions that suffice to produce the desired outcome. These different combinations exhibit satisfactory global consistency (~ 0.888) and coverage (0.892).

Table 1 Configurations of conditions in the interaction between analyzed constructs and PI
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Each column in Table 1 represents an alternative combination of conditions linked to the PI outcome. Through the analysis conducted, five alternative solutions with acceptable consistency values, indicating consumer acceptance, were identified. Each solution signifies a grouping of constructs that share suitable configurations and elements or antecedents strongly associated with elevated levels of agreement, signifying complete concordance.

The findings extracted from the QCA analysis (Table 1) offer a comprehensive understanding of the pivotal role played by the SBP, RI, and ACI constructs in influencing consumers’ PI toward sustainable products. These results underscore that, in most cases, the simultaneous presence of these constructs is necessary to shape a positive consumer perception effectively. Upon conducting a necessity analysis, two distinct combinations emerge as highly informative and align with the sufficiency analysis, known as the first and second solutions (I and II).

The first solution (I) stands out as the set with the highest coverage (0.737) and consistency (0.988). This finding suggests that, for purchase intentions regarding sustainable brands to manifest assertively, the simultaneous presence of all analyzed constructs is imperative. In essence, this solution highlights that a comprehensive approach, where all elements are in play, significantly enhances consumers’ PI toward sustainable products.

Similarly, the second solution (II) revolves around the exclusion of the Marketing of Products and Consumer Market (MPCM) construct, coupled with the absence of the Availability of Resources and Raw Material Used (ARM) constructs. This alternative implies that personalized messaging can drive high purchase intentions, regardless of the benefits associated with product attributes. A parallel behavior is supported by the third solution (III).

The third solution (III) sheds light on the notion that the acceptance of sustainable products can occur even when consumers do not strongly perceive BA and BPQ. In such a scenario, consumers tend to gravitate towards these products due to their strong brand equity, regardless of their perception of quality, authenticity, or local market connection. This finding reinforces the idea that consumers, influenced by the information presented about brands, are willing to purchase such products even when factors related to entrepreneurs’ perceptions are not prominently featured. A study by Pappas et al. [70] aligns with these observations.

This solution demonstrates that consumers, based on the information presented about the brands, are willing to purchase such products even when factors related to entrepreneurs’ perceptions are not prominent. In their study, Liu et al. [54] observed that consumers’ knowledge of brands’ sustainable attitudes, as perceived through brand recognition and image, positively influences brand perception at the cognitive and affective levels.

Furthermore, solutions IV and V indicate that perceptions related to RI, MPCM, and ARM play a relatively minor role in shaping purchase intentions when compared to Brand Equity (BE) and the Vision of Sustainable Forestry Activities (VSFA). Therefore, irrespective of the brand’s perception by entrepreneurs, consumers still exhibit strong PI toward sustainable products. These results lead to the rejection of alternative Hypotheses H7 and H8. This same set of solutions underscores that the core conditions are robust factors since even the absence of RI, MPCM, and ARM still results in acceptable coverage. This suggests that the effectiveness of the messages conveyed in the brand’s discourse plays a significant role in shaping consumer perceptions and purchase intentions.

Due to the limited space available for advertising content on packaging or logos, brands often prioritize presenting sustainable practices and procedures adopted in their branding management within the written content. Such narratives can serve to amplify the discourse of sustainable brands, emphasizing the importance of the practices adopted by companies and their commitment to complete sustainability [46].

It is worth noting that, as observed in the structural equation modeling of the three constructs SBP, RI, and PBQ, two of them (SBP and RI) showed that the presence of PI was central, as indicated by the QCA analysis. This suggests that the set of constructs representing entrepreneurs’ perceptions of environmental sustainability behavior and forest knowledge has little influence on potential consumers’ PI.

In contrast, PBQ assumes a peripheral role in shaping the positive inclination towards purchasing products from sustainable brands, despite its presence in four out of the five solutions derived from the fsQCA analysis. PBQ refers to the extent to which a product aligns with customer needs, fulfills its intended purpose, and meets consumers’ expected standards. It plays a pivotal role in shaping the customer’s perception of a brand’s products [22].

When consumers evaluate product quality, they consider various critical factors. These considerations encompass whether a product effectively addresses their needs, operates efficiently, or aligns with their criteria for consumption satisfaction [76]. However, as quality is inherently embedded in the product due to social agreements (such as brand trust, reputation, and adherence to sanitary requirements), consumers begin to weigh other significant factors in their decision-making process. These factors include consumer trust, shifts in preferences, ethical evaluations of company practices, product innovation, and purchase expectations. Collectively, these factors play a prominent role in influencing PI [65, 66, 79].

This consumer behavior can be elucidated through Maslow’s Hierarchy of Needs Theory. According to this theory, human needs are structured hierarchically, commencing with fundamental physiological needs and ascending to self-actualization [68]. While the perception of product quality holds significance, it alone does not dictate consumer choices when they are confronted with the broader spectrum of social and personal self-realization. As consumers ascend the hierarchy of needs, their preferences and decision-making criteria become more nuanced, encompassing a wide array of factors beyond product quality.

5 Empirical model

Figure 5 offers a visual representation of the proposed model, synthesizing insights derived from the extensive research undertaken in this study. These findings not only deepen our comprehension of brand perception within the context of sustainable brands in the Amazon but also facilitate the development of a conceptual model grounded in empirical evidence.

Fig. 5
figure 5

Empirical model guided by the concept of environmental sustainability in the Amazon Forest

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This model incorporates five formative constructs that play a pivotal role in shaping distinctive brand perception through products. Notably, three of these constructs—SBP, PBQ, and RI—emerge as core conditions, underscoring their indispensable role in shaping the branding of sustainable brands. An intriguing revelation is that the BA construct, conventionally considered fundamental to brand perception, appears dispensable within this specific context, challenging established assumptions.

Additionally, empirical support is robust for the first six hypotheses, which form the foundation for understanding the relationships between these constructs and the resulting unique brand perception based on product information. This substantial validation of the formulated hypotheses bolsters the model’s theoretical underpinnings. Remarkably, six out of the eleven hypotheses garner empirical support, affirming the model’s credibility and relevance.

A critical aspect of these findings lies in the coverage achieved by each consequent variable within the model, which ranges from 0.56 to 0.78 (Fig. 5). This underscores the model’s comprehensive nature, with each variable making a substantial contribution to our comprehension of the intricate interplay between sustainable brand elements and consumer perception. These coverage values highlight the model’s effectiveness in encapsulating the multifaceted dynamics of sustainable branding within the Amazon context, providing an invaluable framework for scholars and practitioners navigating this complex terrain.

The observed results suggest a direct relationship with the Global Reporting Initiative (GRI) framework, emphasizing the importance of brands’ engagement with both environmental and social factors as perceived by consumers. Additionally, for both models, it is evident that a comprehensive consideration of sustainability stems from entrepreneurs’ awareness of the significance of environmental resources.

Consequently, the model proposal is based on three key points:

  1. i.

    For a sustainable brand to achieve favorable outcomes in terms of consumer interest in purchasing its products, its branding must vividly demonstrate environmentally sustainable innovations applied to the products, in line with the GRI framework’s focus on environmental impact and sustainability reporting.

  2. ii.

    Sustainable brand representations should consistently demonstrate the quality attributed to their products across all consumer touchpoints, reflecting the GRI’s emphasis on transparency and accountability in reporting quality and performance metrics.

  3. iii.

    Sustainable brands located in the Amazon Rainforest should endeavor to align themselves with the Indigenous communities of the region, adopting strategies that maintain environmental sustainability without compromising the knowledge and traditions of these communities. This aligns with the GRI’s principles of respecting human rights and engaging with stakeholders, especially those in environmentally sensitive areas.

Therefore, the proposed model aligns with the GRI’s comprehensive approach to sustainability reporting, emphasizing the importance of integrating environmental and social aspects into branding strategies while respecting and collaborating with local communities. This critical discussion places the GRI framework at the forefront of sustainable branding practices, acknowledging its relevance in addressing the complex challenges and opportunities discussed in the introduction.

6 Conclusions

This study significantly contributes to our understanding of the critical elements that drive consumers’ intentions to purchase sustainable products. The assessment of products based on brand equity is linked to the potential to enhance sustainability initiatives. Regarding the transition towards sustainability, it becomes increasingly evident that a multifaceted transformation is imperative. This transformation encompasses ethical considerations, environmentally responsible shifts in production methods, and refinements in advertising and promotional standards. Within this evolving landscape, there is a clear need to comprehensively explore the impact of sustainable branding on consumers’ PI, aligning with the concepts outlined in the introduction.

The supported hypotheses in this study underscore the paramount importance of branding strategies and PBQ as factors that exert a positive influence on consumers’ PI of the presented products. These elements serve as cornerstones in the establishment of favorable Brand Equity, in harmony with the Theory of Planned Behavior. Furthermore, these supported hypotheses emphasize the centrality of branding strategies and PBQ in shaping consumer behavior, aligning with contemporary societal trends as previously discussed.

The application of fsQCA has played a pivotal role in uncovering the fundamental significance of specific elements, including SBP, RI, and ACI, in shaping consumers’ PI sustainable products. These elements have emerged as critical drivers of success for sustainable brands operating in the market. It is essential to highlight that, although the perception of PBQ may be considered a secondary aspect in this study, it nonetheless exerts a substantial influence on shaping consumers’ PI. Therefore, emphasizing and ensuring product quality is imperative, as it not only establishes but also upholds public trust in the portfolio of products offered by sustainable brands. The fsQCA analysis has thus provided a nuanced understanding of how these distinct elements interact and contribute to the overall success of sustainable branding strategies, offering valuable insights for both researchers and practitioners in the field.

Furthermore, the empirical model presented in this study forges a strong connection between the examined factors and the likelihood of product acquisition. Rooted in both Maslow’s Hierarchy of Needs Theory and the principles of the GRI framework, this model accentuates the significance of human needs, corporate environmental, social, and economic commitments, and their collective impact on consumers’ value perceptions regarding the acquisition of the presented products. This model not only aligns with but also contributes to broader societal shifts and sustainable development goals.

In conclusion, the findings from this research highlight the pressing imperative for sustainable brands to direct their efforts toward innovative sustainable product development, transparent communication of product quality, and alignment with the communities of the Amazon Rainforest. By doing so, brands operating in this sustainable context can harness associated benefits, fostering engagement and product acceptance firmly rooted in consumer perception. As this study reaffirms the foundational role of environmental sustainability in brand equity for sustainable forestry product producers and marketers, it makes a substantial contribution to the existing academic discourse. This research advances our comprehension of how sustainability principles intersect with branding and consumer behavior, particularly within the complex Amazon Rainforest context, enriching the literature and offering valuable insights for both researchers and practitioners in the field.

6.1 Theoretical and practical implications

In the theoretical realm, this study contributes to understanding the constructs’ behavior that drives consumers’ intentions to purchase sustainable agroforestry products. The assessment of products based on brand equity is linked to the potential to enhance sustainability initiatives. Concerning the transition to sustainability, it becomes increasingly evident that a multifaceted transformation is imperative. This transformation encompasses ethical considerations, environmentally responsible changes in production methods, and refinements in advertising and promotion standards. Within this evolving landscape, there is a clear need to comprehensively explore the impact of sustainable branding on consumers’ purchase intentions (PI) for sustainability-associated products, aligning with the concepts outlined in the introduction.

The hypotheses supported in this study underline the importance of branding strategies and perceived brand quality (PBQ) as factors that exert a positive influence on consumers’ purchase intentions (PI) for the presented products. These elements serve as pillars in creating favorable Brand Equity, in harmony with the Theory of Planned Behavior. Moreover, these supported hypotheses emphasize the centrality of branding strategies and PBQ in shaping consumer behavior, aligning with contemporary social trends, as discussed earlier. Still, it is essential to highlight that, although the perception of PBQ may be considered a secondary aspect in this study, it nonetheless exerts a substantial influence on shaping consumers’ purchase intentions. Therefore, emphasizing and ensuring product quality is imperative, as it not only establishes but also maintains public trust in the portfolio of products offered by sustainable brands.

Furthermore, the empirical model presented in this study establishes a strong connection between the examined factors and the probability of product acquisition. Rooted in both Maslow’s Hierarchy of Needs Theory and the principles of the GRI framework, this model highlights the importance of human needs, corporate environmental, social, and economic commitments, and their collective impact on consumers’ value perceptions regarding the acquisition of the presented products. This model not only aligns with but also contributes to broader social changes and sustainable development goals.

By integrating the Theory of Planned Behavior with data analysis, the model opens horizons for future research, allowing a more holistic and multifaceted approach. Essentially, such a model provides a robust framework for investigating how brand perceptions, especially in sustainable contexts, influence consumers’ intentions and purchase decisions. The proposed model goes beyond traditional analysis, considering the interaction between environmental, social, and economic factors and how these influence consumers’ perceived value. In this way, it contributes to the existing body of knowledge in the field of sustainability and brand management, catalyzing new future investigations and encouraging researchers to further explore the nuances of consumer behavior regarding sustainable practices and corporate social responsibility.

In the practical field, the research contributes to the business sector. This article provides information for entrepreneurs, encouraging the emergence and assisting in the operations of sustainable brands in tropical forests, as well as for policymakers in community entrepreneurship. It is also of interest to researchers and individuals involved in brand management as a strategy to empower small businesses engaged in sustainable practices and community collaboration. The study’s findings and recommendations have the potential to foster more sustainable and socially responsible business practices, thereby improving local economies and contributing to environmental preservation.

The findings of this research highlight the urgent imperative for sustainable brands to direct their efforts toward innovative development of sustainable products, transparent communication of product quality, and alignment with Amazon Forest communities. In doing so, brands operating in this sustainable context can leverage associated benefits, fostering consumer engagement and product acceptance firmly rooted in consumer perception.