Green Purchases and Sustainability in Amazon’s Coffee Management

This study was conceived in the cradle of the Brazilian Amazon region, on managerial and cognitive knowledge of the perspectives of sustainable management in coffee cultivation. The objective is to study the green purchasing process and sustainability in coffee management; (1), to map the factors that interfere in the green purchasing processes and sustainability in the researched scenario (2), propose the innovation required with participative management in the face of sustainability with green purchasing (3). With a base on Contingency theories of adaptive nature and emerging demands, Ecodevelopment interprets and performs compatible actions for sustainable local development, the U Theory confronts the problems and transforms them with innovative solutions. The Method of Study adopted is the Case study, of a qualitative nature, such as bibliographic survey procedures, data collection by semi-structured interviews with social actors of the coffee system, data analysis through triangulation and criticism with the theoretical framework and construction of the innovation sustainable development proposal. The result shows the lack of knowledge about green purchasing and the sustainability aspect of the practices used in the Global Coffee Platform. The quality work of the coffee farmers was evidenced in an individual form, but in order to meet the quantitative demands of the market, it is required the structural and leadership development for the construction of APL or agricultural cooperative. The mental design configured at the base of the productive chain needs to break paradigms that interfere in the sustainable posture, to understand the needs of the consumers and to emphasize their participation on the responsibility with the Amazon and the beneficiary society as a whole. We presented suggestions of innovation discussed from the gaps detected by the mapping of factors.