ROSAS, Anny Jacquelline Cysne. Sustentabilidade da atividade produtora de água envasada em Fortaleza, Ce. 2008. 186 f. : Dissertação (mestrado) - Universidade Federal do Ceará, Pró-Reitoria de Pesquisa e Pós-Graduação, Programa Regional de Pós-Graduação em Desenvolvimento e Meio Ambiente- PRODEMA, Fortaleza-CE, 2008 / Submitted by demia Maia (demiamlm@gmail.com) on 2016-04-13T14:38:38Z No. of bitstreams: 1 2008_dis_ajcrosas.pdf: 2743267 bytes, checksum: 9d94722a24cbb0dcc6b6dabcd8b4cdc9 (MD5) / Approved for entry into archive by demia Maia (demiamlm@gmail.com) on 2016-04-13T14:40:51Z (GMT) No. of bitstreams: 1 2008_dis_ajcrosas.pdf: 2743267 bytes, checksum: 9d94722a24cbb0dcc6b6dabcd8b4cdc9 (MD5) / Made available in DSpace on 2016-04-13T14:40:51Z (GMT). No. of bitstreams: 1 2008_dis_ajcrosas.pdf: 2743267 bytes, checksum: 9d94722a24cbb0dcc6b6dabcd8b4cdc9 (MD5) Previous issue date: 2008 / This study examines the activity of producing bottled water in the city of Fortaleza, discriminating between mineral water and the table drinking water, the latter marketed as "water with added salts". The subject of this work was inspired by the prospect of accelerated growth of the economic activity of bottling drinking water, given that in Fortaleza environmental degradation is observably happening at a very accelerated pace, with deleterious consequences for water resources. Sustainability was examined in two respects: the financial and the environmental. The research was divided into three stages. The first was the characterization of the activity held in Fortaleza, including the qualitative analysis of the bottled water, considering the resolutions of ANVISA. In the second stage, the analysis of financial sustainability was carried out, by the assessment of investment costs and costs of operation, administration and maintenance (OAM) of the activity. In the third stage the environmental sustainability of the activity was assessed through the analysis of vulnerability of the aquifers of Fortaleza, applying the index DRASTIC. During the stage of characterization, 23 brands of salt-added water, and five of mineral water, were examined (in 2007), being observed the presence of coliform bacteria but no other microorganisms. The quality of bottled water of Fortaleza, however, was verified to be within the acceptable limits of the local legislation. The results of the second stage indicated that the financial sustainability of the activity would be met as long as it was possible to collect at least R$ 1.36 per 20 liters bottle, which would correspond to the total costs of investment and OAM. As for environmental sustainability of the activity, it can be easily satisfied (in Fortaleza) given the low average vulnerability of the Fortaleza aquifers and the low pollution potential of the activity. The analysis of DRASTIC Index for the aquifers of Fortaleza has shown that their regional vulnerability is low (about half the area, predominantly in central-southern sector of the city), intermediate (predominantly in the centre of the city) or high (in the northern coastal region). The areas of exploitation of groundwater for bottling in Fortaleza are mainly located in regions with low vulnerability: the nine sources analyzed, seven are located in downtown area of low vulnerability, two in the region of intermediate vulnerability and none in the area of high vulnerability. This, of course, is very positive for bottled water quality, but does not mean that there is no risk of pollution, especially considering the environmental scenario of the city of Fortaleza. As for the activity of water bottling, it was concluded that, in this case, it can be exerted without causing serious damage to the environment. / A presente pesquisa analisa a atividade de produção de água envasada no Município de Fortaleza, diferenciando a água mineral da água potável de mesa, esta última comercializada como água adicionada de sais. A motivação para este trabalho surgiu da perspectiva de crescimento acelerado da atividade econômica de envasamento de água potável, sabendo-se que em Fortaleza a degradação ambiental é observada com grande intensidade, com conseqüências para os recursos hídricos. A sustentabilidade foi analisada sob dois aspectos: o financeiro e o ambiental. A pesquisa foi dividida em três etapas. Na primeira foi realizada a caracterização da atividade em Fortaleza, inclusive a análise qualitativa da água envasada, considerando as Resoluções da ANVISA. No segundo momento foi realizada a análise de sustentabilidade financeira a partir de levantamento dos custos de investimento e dos custos de operação, administração e manutenção (OAM) da atividade. Na terceira etapa foi avaliada a sustentabilidade ambiental da atividade através da análise de vulnerabilidade dos aqüíferos de Fortaleza aplicando o Índice DRASTIC. Como resultado da etapa de caracterização, foram analisadas no ano de 2007, 23 marcas de água adicionada de sais e cinco de água mineral, encontrando-se presença de coliformes totais com ausência de outros microrganismos. No entanto, a qualidade da água envasada de Fortaleza está dentro do limite aceitável da legislação. Os resultados da segunda etapa indicaram que a sustentabilidade financeira da atividade será dada sempre que for possível arrecadar pelo menos R$ 1,36 por garrafão de 20 litros, o que corresponde aos custos totais de investimento e OAM. A sustentabilidade ambiental pode ser obtida, em Fortaleza, de modo relativamente simples, pois a vulnerabilidade dos seus aqüíferos é baixa e a atividade é pouco poluente. A análise do Índice DRASTIC para Fortaleza demonstrou que seus aqüíferos têm vulnerabilidade regional baixa (cerca de metade da área, predominantemente no setor centro-sul da cidade), intermediária (predominantemente no centro do município) ou alta (na região costeira norte). As áreas de exploração de águas subterrâneas para envase em Fortaleza localizam-se principalmente em regiões com vulnerabilidade baixa: das nove fontes analisadas, sete localizam-se na área de baixa vulnerabilidade, duas na região de vulnerabilidade intermediária e nenhuma na área de vulnerabilidade alta. Isso é muito positivo para a qualidade da água, embora não signifique que não haja risco de poluição, principalmente diante do cenário ambiental da cidade de Fortaleza. Quanto à atividade de envase de água em si, avaliou-se que esta pode ser realizada sem ocasionar grandes impactos negativos ao meio ambiente.

El presente trabajo desarrollado es un estudio de prefactibilidad para la instalación de una planta embotelladora de aguas subterráneas en el distrito de Mala de la provincia de Cañete, con la finalidad de vender agua de mesa sin gas para personas que buscan un producto diferente y significativo para su salud y bienestar. Se ha determinado una demanda del proyecto de 2.470.809,61litros de agua de mesa sin gas para el primer año de operación. / Trabajo de investigación

This thesis paper explores how various actors gathered around bottled water when a ban was put into place in Concord, Massachusetts. The objective has been to answer the following questions: How does an apolitical commodity become a political one? Specifically, how does bottled water move from being an apolitical commodity to become a highly political one? What does this mean for environmental politics? I situate my theoretical approach within Martha Kaplan’s research with fountains and coolers. I use Bruno Latour to show in which ways this ban became a matter of concern, as well as how the ban and the plastic bottle are actors. I conducted fieldwork in Concord and I interviewed participants. My findings reveal that the ban brought meanings to the surface and challenged them or supported them in various ways. The discussions turned from the impact of bottled water on our environment to the political impact of bottled water companies and large corporations on local Concord issues.

The aim of this thesis is the real representation of the company's business Auqa Angels EUROPE s.r.o. - a brief description of each area inside the company, know-how, product description, pricing and insight into the distribution system and the importance of sales personnel in the company. The author is concerned with the individual marketing activities of this small company and evaluate their effectiveness. Furthermore, this work aims at a competitive comparison in the Czech market with bottled water and evaluate the awareness of the brand and its positioning among consumers. The basic hypothesis is low Aqua Angels brand awareness among consumers thanks non wholesale marketing activities and narrow target group and pessimistic view of the drinking regime of Czech population. Part of this thesis is also the overall assessment of the current situation of Aqua Angels EUROPE s.r.o. and recommendation of appropriate workable solutions in areas where deficiencies are determined.

Environmental issues have been described as one of society’s wicked problems. In contrast to widespread technological responses to environmental issues, I spotlight social aspects as chief barriers to productive change. I posit that socially constructed frames can influence people’s perspectives, opinions, and behaviors regarding environmental issues. In this project, I explored organizational work and framing processes as a means to bridge the chasm between technological and social approaches to environmental issues. To date, researchers using framing theory have narrowed their focus to testing the effectiveness of different frames. By doing so, however, researchers remain limited to discursive explanations regarding how frames are constructed at a micro level. In contrast, I adopted a multimodal approach that accounts for both discursive and non-discursive modalities to investigate how organizations deploy visual, material, and textual approaches to shape environmental meaning through framing processes. Specifically, I focused on organizational campaigns to construct meaning around the contentious issue of bottled water. I adopted a qualitative approach, using a multimodal analysis, to explore advertisements and campaigns used by bottled water companies and environmental activist groups to shape perspectives, opinions and behaviors of plastic containers and bottled water usage. I found that visual, material, and textual modalities can be used as value-neutral tools to help stakeholders construct different frames and shape the public’s opinion of bottled water. Different multimodal elements serve different functions in constructing different frames. I also identified particular barriers for the framing construction process.

Ontarians are producing more waste per capita than previous generations and consuming more bottled water. Using the product policy quadrangle developed by Oosternhuis (1996), the research examines four components of Ontario bottled water packaging policy— policy objectives, policy instruments, product groups and actors. Interviews with Ontario experts reveal stakeholder communication and Extended Producer Responsibility can promote packaging minimization. There was no agreement about whether Ontario has a waste policy framework to support bottled water waste reduction, reuse and recycling. Stakeholders did agree that a policy framework can help to promote packaging minimization. The discussion will examine the following: various concepts to support zero waste, eco-labelling, policy objectives, enforcement, use of language, focus on financial obligations, deposit-return systems, refillable containers, bottle standardization, waste minimization, how waste is measured, an evaluation of the waste hierarchy, reporting waste reduction and reuse, learning from history and alternative methods of encouraging the consumption of municipal water. The research recommends these changes be implemented with the development of the new Waste Diversion Act. The research recommends that Ontario implement Integrated Product Policy and Extended Producer Responsibility to support packaging minimization.

Ontarians are producing more waste per capita than previous generations and consuming more bottled water. Using the product policy quadrangle developed by Oosternhuis (1996), the research examines four components of Ontario bottled water packaging policy— policy objectives, policy instruments, product groups and actors. Interviews with Ontario experts reveal stakeholder communication and Extended Producer Responsibility can promote packaging minimization. There was no agreement about whether Ontario has a waste policy framework to support bottled water waste reduction, reuse and recycling. Stakeholders did agree that a policy framework can help to promote packaging minimization. The discussion will examine the following: various concepts to support zero waste, eco-labelling, policy objectives, enforcement, use of language, focus on financial obligations, deposit-return systems, refillable containers, bottle standardization, waste minimization, how waste is measured, an evaluation of the waste hierarchy, reporting waste reduction and reuse, learning from history and alternative methods of encouraging the consumption of municipal water. The research recommends these changes be implemented with the development of the new Waste Diversion Act. The research recommends that Ontario implement Integrated Product Policy and Extended Producer Responsibility to support packaging minimization.

Bakgrund och problem: Corporate Social Responsibility (CSR) är ett ramverk som beskriver företags sociala ansvar och engagemang. Vidare förknippas CSR även med stakeholder management som handlar om företags bemötande och balansering av sina intressenters intressen. Oenigheter i teoretiska definitioner av CSR tyder på att det empiriskt sett kan uppstå missförstånd kring ramverket. Carlsberg Sverige och Spendrups är två företag som tar ställning och socialt ansvar via CSR men kritiseras trots detta på grund av sin produktion och försäljningen av flaskvatten, som även visat sig har en negativ påverkan på företagens försäljning. Detta tyder på att det kan vara av företagens intresse att vilja bemöta och åtgärda de kritiska aspekter vilket görs utifrån CSR. Syfte: Studien syftar till att teoretiskt och empiriskt undersöka förhållandet mellan två bryggerier och dess kritikyttrande intressenter, vilket bidrar till ökad kunskap om komplexiteten av ramverken Corporate Social Responsibility och stakeholder management. Metod: En kvalitativ metod har använts där studien baseras på sekundärkällor för undersökningen av de två fallföretagen Carlsberg Sverige och Spendrups samt en undersökning av kritiken som riktas mot flaskvatten och dess produktion. Analys och slutsats: Produktionen, transporterna samt materialåtervinning och –förbränning kritiseras för att ha en negativ påverkan på miljön. Vidare jämför kritiker flaskvattnet med kranvatten som förhållandevis är ett sparsammare alternativ. Carlsberg Sverige och Spendrups är aktiva inom CSR och studien visar att företagen bemöter kritiken genom att påpeka konkreta åtgärder, projekt samt mål för exempelvis minskat koldioxidutsläpp. Författarna drar slutsatsen att, sett ur ett större perspektiv, talar de båda sidorna förbi varandra. Kritiker anser flaskvatten vara en onödig produkt vilket innebär att det inte är en önskvärd produkt på marknaden. Företagen å andra sidan sätter produkten samt dess påverkan på miljön i andra sammanhang där flaskvattnet visar sig vara mindre harmfullt. Vidare kan företagen inte bemöta kritikerna till hundra procent då detta skulle innebära att de inte tillgodoser andra intressenter som efterfrågar produkten. Utifrån ett stakeholder managment-perspektiv gäller det för företagen att hitta en balans mellan intressenterna. Detta resulterar i synen på CSR som ett verktyg snarare lämpat för generella än specifika ändamål. Med det i åtanke underlättas undvikandet av snäv kritik då denna inte behöver eller kan bemötas direkt. Företaget kan således prioritera sin egennytta. / Background and problem: Corporate Social Responsibility (CSR) is a framework which describes a companies social obligations and commitment. Further CSR is usually mentioned alongside another framework which is stakeholder management which in term promotes the idea that one has to balance every stakeholder’s interest. Disagreement regarding a definition of CSR can result in practical misunderstandings concerning the usage of the framework. Carlsberg Sverige and Spendrups are two companies that engage in CSR but are nonetheless criticized for their production and distribution of bottled water. This critique has resulted in diminished sales for both companies and can give the corporations a real reason for trying to meet and tackle the open critique, which has its origin in CSR. Purpose: The purpose of this study is to theoretically/empirically describe and explain the interaction between two breweries and their critical stakeholders. This will contribute to further knowledge regarding the complexity of the frameworks Corporate Social Responsibility and stakeholder management. Method: A qualitative method was used on secondary information of our case study corporations; Carlsberg Sverige and Spendrups. The same was undertaken with those critical towards bottled water in Sweden. Analysis and conclusion: The production process, transportation and the recycling process have all because of their negative impact on the environment been subject to criticism. Further there are those that compare bottled water to tapped water which is a more environmentally friendly and more economical reasonable alternative. This study is concerned with Carlsberg Sverige and Spendrups’ work within the CSR areas. It has shown that the corporations try to meet (fulfill) the requests of their critics largely by for instance mentioning specific actions/measures they have taken, future projects and goals concerning carbondioxid emission. The authors draw the conclusion that, when observing the whole situation, one can see that the two parties are not speaking from the same perspective. Critics of bottled water view it as an unnecessary product which in term means that they want it off the market. The corporations on the other hand see it from another perspective which in their eyes shows how environmentally friendly bottled water actually is compared to other beverages and/or food. Further it is not possible for the corporations to fully meet the critic’s requests because that would result in a direct conflict with other stakeholders. The stakeholder management framework emphasizes the need to balance the interests of all stakeholders. Trying to balance all stakeholders’ interests’ results in that CSR becomes a tool which suits a more general than specific purpose. This however may prove to be of an advantage for the corporations because it gives them the opportunity to avoid harmful critic and lets them focus on what is best for the company.

Drinking regime is one of the topics that is much-debated. Failure to observe the principles of correct drinking regime threatens the health of children and seniors due to lack of fluids. The problem is, first, inadequate fluid intake, but also the quality of the received beverages. One of the major problems that lead to the fact that children drink inappropriate beverages may be that the majority of elementary schools have vending machines available with an inappropriate spectrum of offered sweetened and carbonated beverages. Result of long-term regular consumption may be an increase of overweight, obesity and increased tooth decay in children. The main objective of this thesis was to explore whether pupils of second grade primary schools comply with appropriate fluid intake during class. This thesis is also focused on finding the amount and preferences of drinks that students buy in beverage machines. Other partial objective was to find out what drinks children bring from home and whether parents and educators try to influence, through education, the drinking regime during class and range of drinks that children buy in school beverage vending machines. The theoretical section summarizes basic information about water in the body, drinking regime of the different types of beverages and the consequences of inadequate or excessive fluid intake. The practical part is the processing of data obtained through quantitative research mapping problems with drinking regime of elementary school students. The thesis may serve as a source of information for both educators and parents, or the founders of educational facilities. Recommendations made at the end may, in case of interest from concerned persons, influence and improve fluid intake of pupils in primary schools.

Submitted by Maike Costa (maiksebas@gmail.com) on 2017-08-31T13:38:26Z No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T15:53:02Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T15:53:18Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) / Made available in DSpace on 2017-08-31T15:53:57Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 8739373 bytes, checksum: d6818f3641a41a432901226e81fb5946 (MD5) Previous issue date: 2017-02-17 / This thesis is aimed at studying the marketing system of water which is meant to be drunk, represented mainly by the modalities of tap water and bottled water. The main point of our thesis is that the aforementioned system is unbalanced and that bottled water consumption provokes social issues, both economic and environmental. In order to develop such proposition, we structured four objectives and carried out two empirical researches (qualitative and quantitative research). The first objective was to present how the Water Marketing System (SMA) works with water that is meant to be drunk. To achieve that, we described all the elements that form the SMA: entrances, agents, flows, activities, exits, context and other systems. We propose that the State is an agent with a special role and that Marketing is an academic field which can contribute to enhance the results in the system. Furthermore, we presented special elements that are central to harmonize the situations caused by unbalance: efficiency, stakeholder theory, distributive justice and sustainability. Moreover, we intended to understand the variables that influence in the consumer predisposition to replace bottled water for tap water (straight out of the tap or filtered). We developed a questionnaire for consumers all over Brazil, which was applied both face to face and online, out of which we have used a sample of 798 valid questionnaires. To manage statistical data, we applied multivariate regression techniques, Theil-Sen and quantile. That way, we found the following variables: “organoleptic characteristics”, “health risk” and “attitude towards tap water” influence in the likeability of replacement of tap water straight from the tap and “organoleptic characteristics”, “health risk”, “context indicators”, “attitude” and even “trust in government” influence when the intention is to replace and use treated water. In addition, we applied the analysis of variance and figured that, depending on the income of the consumer, there is variation in the predisposition to replace bottled water for tap water. Besides, we intend to present practices of incentive for the consumption of tap water developed by agents of SMA. We carried out the data collection through a documented research and interviews. We found that at least three different SMA agents (companies, NGO and State) encourage the consumption of tap water, developing actions that fit three theoretical frames: social marketing, consumer’s education and market regulation. Still, we note that the interviewed agents consider: that SMA is unbalanced, that information is key in the education process, that the bottled water companies intensify communication actions in order to promote bottled water as the best option for ingestion, amongst other findings. As a result of such steps, we conclude that there is a situation of unbalance in the SMA and that bottled water consumption generates a few problems. To sum up, we point to targets in support of the balance to be conducted by State and Marketing through the results we found, which led to a proposition of actions and target ideas for these two agents. / A presente tese estuda o sistema de marketing de água com a finalidade de beber, representado em sua maioria pela modalidade de água da torneira e água engarrafada. Assumimos como argumentos de tese que este sistema está desequilibrado e que o consumo de água engarrafada acarreta problemas sociais, econômicos e ambientais. Para o desenvolvimento desta proposta, elaboramos quatro objetivos e conduzimos duas pesquisas empíricas (quantitativa e qualitativa). O primeiro objetivo foi o de apresentar a configuração do Sistema de Marketing da Água (SMA) para finalidade de beber. Por tanto, fizemos a descrição de todos os elementos que formam o SMA: entradas, agentes, fluxos, atividades, saídas, contexto e outros sistemas. Propusemos que o Estado é um agente com papel especial e que o Marketing é uma área acadêmica que pode contribuir para aprimorar os resultados do sistema. Prosseguimos apresentando os elementos centrais para harmonizar as situações decorrentes de desequilíbrios: eficiência, teoria do stakeholder, justiça distributiva e sustentabilidade. Em seguida, designamos compreender as variáveis que influenciam a predisposição do consumidor a substituir água engarrafada por água da torneira (direto ou filtrada). Desenvolvemos um questionário que foi aplicado de forma presencial e on-line com consumidores de todo o Brasil. No total, conseguimos uma amostra de 798 questionários válidos. Para as análises estatísticas, realizamos Regressão Multivariada, Theil-Sen e Quantílica. Desta forma, encontramos que as variáveis ‘características organolépticas’, ‘risco para saúde’ e ‘atitude em relação à água da torneira’ influenciam a propensão de substituição para água direto da torneira; e ‘características organolépticas’, ‘risco para saúde’, ‘indicadores contextuais’, ‘atitude’ e, ainda, ‘confiança no governo’ influenciam quando a intenção é pela substituição por água tratada. Em adição, aplicamos a análise de variância e constatamos que, a depender da renda do consumidor, existe variação na predisposição a substituir água engarrafada por água direto da torneira. Depois, tencionamos apresentar práticas de incentivo para o consumo de água da torneira desenvolvidas por agentes do SMA. Realizamos coleta de dados através de uma pesquisa documental e da realização de entrevistas. Encontramos que pelo menos três agentes diferentes do SMA (companhias, ONG e Estado) encorajam o consumo de água da torneira, desenvolvendo ações que se encaixam em três recortes teóricos: marketing social, educação do consumidor e regulação de mercado. Ainda, constatamos que os agentes entrevistados consideram que: o SMA está desequilibrado, que a informação é chave do processo de educação, e que as empresas de água engarrafada intensificaram ações de comunicação para promovê-la como melhor opção para ingestão, entre outras verificações. Em decorrência destas etapas realizadas, concluímos que existe uma situação de desequilíbrio no SMA e que o consumo de água engarrafada gera alguns problemas. Por fim, visamos apontar direcionamentos em prol do equilíbrio a serem conduzidos pelo Estado e pelo Marketing a partir dos resultados encontrados, o que resultou na proposição de um conjunto de ações e direcionamentos para esses dois agentes.