Drivers, adoption, and evaluation of sustainability practices in Italian wine SMEs

Hans De Steur · Hélène Temmerman · Xavier Gellynck · Maurizio Canavari

106 citations0/0 files storedBusiness Strategy and the Environment

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Wine Industry and Tourism Environmental Sustainability in Business Sustainable Supply Chain Management

Abstract

Abstract Based on a survey with 64 small and medium‐sized enterprises (SMEs) in two Italian wine regions, this study aims to (a) identify key drivers and barriers of the adoption of sustainability and (b) compare the adoption and evaluation (use, financial/labor investments, and satisfaction) of sustainability practices in four management domains (marketing, chain, operational, and innovation). Results show that internal drivers were considered to be more important than external drivers. Economic sustainability‐oriented drivers scored significantly lower than drivers related to other dimensions, such as environmental sustainability and heritage. Key barriers refer to labor and investments costs, as well as concerns about greenwashing. Although there are substantial differences in adoption and evaluation of sustainability practices within and between management domains, this study confirms their widespread adoption in wineries. Among users, satisfaction levels outweigh the perceived investments. Except for innovation management practices, financial investments are considered to be lower than labor investments. Positive correlations between use‐satisfaction (within each management domain) and between investments or satisfaction levels (between management domains) further lend support for producers' adoption of multiple practices. At sustainability dimension level, heritage is negatively correlated with the evaluation indicators, indicating that it may act as a potential barrier to some sustainability practices. Segmentation analysis identified a low (30%) and high sustainability clusters (70%), which differ significantly in terms of sustainability perceptions and drivers, adoption, and evaluation of practices, as well as company characteristics. Future research needs to validate the findings on SMEs, compare our measures with more objective evaluation indicators, future adoption rates, and multidimensional sustainability practices.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 2014The Impact of Corporate Sustainability on Organizational Processes and Performance 2011The Drivers of Greenwashing 2001LEAN AND GREEN? AN EMPIRICAL EXAMINATION OF THE RELATIONSHIP BETWEEN LEAN PRODUCTION AND ENVIRONMENTAL PERFORMANCE 2017Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review 2012Consumer behaviour for wine 2.0: A review since 2003 and future directions 2013Critical environmental concerns in wine production: an integrative review 2009Sustainability in the New Zealand wine industry: drivers, stakeholders and practices

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