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Introduction Understanding how winegrowers manage their land is essential for guiding transitions towards more resilient agricultural systems. Vineyards are one of the most relevant woody crops worldwide; however, land degradation processes such as erosion, loss of water retention capacity, decrease in biodiversity and increase in pollution threaten their sustainability. This threatens productivity and grape quality, increasing the risk of vineyard abandonment. Methods This study analyses the results of a structured survey ( n = 103) conducted among winegrowers ( n = 84) and oenologists and other technical staff ( n = 19) in a southern Spanish winegrowing region to explore farm and farmer profiles, cropping practices, decision-making drivers, digital tool use, and the participation of women in farming activities. Results and Discussion Results reveal a predominance of conventional practices(52.4%), with limited and often unstable uptake of conservation-oriented techniques. Economic performance and crop productivity remain the primary drivers of agronomic choices, while concerns related to erosion and long-term resource conservation are secondary and unevenly distributed across farmer groups. Digital tools are rarely used in practice, although a substantial proportion of respondents express interest in tailored applications supporting farm operations. Big generational differences are observed, with younger and more educated farmers showing greater openness to innovation. Women participate in approximately one-third of surveyed holdings, but their involvement is mainly concentrated in auxiliary roles, with restricted access to ownership and strategic responsibilities. We conclude that there is a coexistence of traditional and emerging logics within the sector and highlight the importance of advisory services, training, and institutional frameworks in promoting environmentally sound practices, digital integration, and social inclusion. The results can support the development of territorial strategies aimed at strengthening the long-term viability of winegrowing systems under Mediterranean conditions.
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