Produção mais limpa como estratégia de marketing verde no desenvolvimento sustentável da indústria artesanal de cervejas

Abstract

The agribusiness, especially the breweries sector, is one of the productive chains that consume large quantities of water resources, also generating a large number of residues resulting from the manufacturing process. This market has been growing in recent years, especially in the artisanal industry. In this context, the environmental variable is being incorporated into the organizations' daily lives, through environmental management systems and innovative sustainable practices. The objective of this study is to apply and evaluate the practices of cleaner production and water footprint in a craft beer industry located in the city of Maringá, PR, with an average monthly production of 10,000 liters of beer, in order to suggest sustainable changes in its productive process, generating and promoting green marketing strategies. This study will have a qualitative and quantitative character and will associate a case study with the field research for information gathering and evaluation of the viability of the practices of cleaner production and water footprint. It will analyze raw materials, natural resources used and the volumes of waste generated in the artisan beer production process, so as to enable management actions and reuse of the waste generated within the production process, so as to enable a reduction of production costs, better management of resources and improvement of the productive processes, promoting the awareness and sustainability of the process, as well as revert these benefits in green marketing actions, improving the image of the industry vis-à-vis its consumer public.