Case
Teaching Notes
Supplementary Resources
Abstract
This case study explores the trajectory of Ciclo Orgânico, a Brazilian social enterprise that offers waste collection and composting services to households in Rio de Janeiro. The case presents the dilemma Lucas Chiabi faced when he founded a company whose services provide a single value to the customers: the possibility of reducing negative environmental impacts. More than most ethical and sustainable companies, Chiabi had to deal with the challenge of increasing the perceived value of generating positive impacts and how to sell environmental change.
| Aspects analyzed | Global respondents | Willing to pay more |
| The products are made by a brand/company that I trust | 62 | 72 |
| The product is known for its health & wellness benefits | 59 | 70 |
| The product is made from fresh, natural and/or organic ingredients | 57 | 69 |
| The product is from a company known for being environmentally friendly | 45 | 58 |
| The product is from a company known for its commitment to social value | 43 | 56 |
| The product’s packaging is environmentally friendly | 41 | 53 |
| The product is from a company known for its commitment to my community | 41 | 53 |
| I saw an ad on television about the social and/or environmental good the product’s company is doing | 34 | 45 |
Source: Nielsen, 2015, p. 10.
