Gestão da Sustentabilidade para Legitimidade Organizacional Frente às Pressões dos Stakeholders em uma Cooperativa Agropecuária do Oeste do Paraná

Abstract

In the context of the discussion about sustainable development emerges a paradigm based on social and environmental values, derived from the conscious and responsible use of natural resources, whose premise is to reach the satisfaction of the needs of the present generation, in a way that does not compromise the ability to attend the demands of future generations. In this sense, organizations have adopted more sustainable strategies and practices to minimize environmental and social impacts, in addition to achieving economic-financial gains and achieving legitimacy in the face of stakeholders. In view of this, this dissertation aims to analyze how is the sustainability management for organizational legitimacy in front of the pressures of the stakeholders in an agricultural cooperative in western Paraná. A theoretical model based on Stakeholder Theory, Legitimacy Theory and the Triple Bottom Line was developed, which presupposes that organizations are pressured by their stakeholders through the power, legitimacy and / or urgency to adopt sustainability practices economic, environmental and social, in order to gain, maintain and / or regain legitimacy in the face of these pressures. With a qualitative approach, it was aimed to explain these relationships through the case study procedure in an agricultural cooperative, in this way, interviews were conducted with managers and main stakeholders. From the content analysis, the research propositions were confirmed: stakeholders pressure organizations to adopt sustainability practices, through power, legitimacy and / or urgency; sustainability involves the balance of economic, environmental and social dimensions; organizations seek strategies to win, maintain and / or regain legitimacy. Therefore, it was concluded that there are pressures for adoption of sustainable practices by the main stakeholders, nevertheless, the cooperative has a proactive position in adopting economic, environmental and social practices, since it does more than is required by the legislation. This has brought financial benefits, as well as minimizing environmental impacts and demonstrating social responsibility, which is reflected in the image and reputation to its stakeholders and to a greater competitive advantage