Beyond the structures: an understanding of environmental sustainability practices at a supermarket chain in Ceará

Abstract

The objective of this study is to analyze the perception of managers and loyal customers in relation to environmental sustainability practices at a supermarket chain in Ceará. This study utilizes a qualitative and descriptive approach for the objective, with a sample of eleven managers and twenty-two loyalty customers. To understand data, the technique of content analysis was used. The results pointed out the existence of practices of environmental sustainability, implemented in a continuous way and others of punctual characters, such as actions of environmental responsibility, purchasing policies, alternative use of packaging, etc., however, many of these actions are unknown to loyalty clients. It can be concluded that, in the surveyed supermarket chain, these practices of environmental sustainability contribute to the preservation of the environment, however, they are still perceived in a generic way by the public.