Inovação ambiental em laticínios: um estudo sobre as racionalidades presentes nos discursos de gestores

Abstract

Pressure is constantly being exercised on organizations to change their manner in producing and extracting prime matter from nature. Changes have frequently occurred through innovations that benefit the environment through processes, products, technologies or markets. Dairies have a significant role in economic activities within the milk agro-industrial complex and they have been induced to be environment-friendly by the market and legislation. Current qualitative and multi-case analysis evaluates the rationalities in the discourse of dairy administrators with regard to environmental innovation, in the Alto Paranaíba region, Minas Gerais, Brazil. Data were retrieved by semi-structured interviews and analyzed by Bardin´s content analysis technique. Instrumental rationality predominated in the arguments since most referred to changes within entrepreneur´s processes mainly motivated by government control, or rather, a manner to adapt themselves to current legislation and avoid penalties and fines.