chapter  1
22 Pages

Sustainability in the Wine Industry: Key Questions and Research Trends

ByCristina Santini, Alessio Cavicchi, Leonardo Casini

CRISTINA SANTINI, ALESSIO CAVICCHI, AND LEONARDO CASINI

1.1 INTRODUCTION

The wine industry is definitely engaged in sustainability. The emerging interest in sustainability is confirmed by a growing body of academic literature as well as by the rise of new academic journals and scientific communities. Also, the industry has shown an involvement in sustainability in general; people in the wine industry wonder about the effectiveness of sustainable practices and under what conditions it pays to be oriented towards sustainability. Talking about sustainability opens up a multitude of research issues, especially in wine, where being sustainable is often misunderstood with being organic or biodynamic. This paper investigates background research on sustainability in wine; it outlines what are the main challenges that scholars must face when they deal with this research issue. After having provided a description of research trends, the paper will highlight the determinants of a firm’s orientation towards sustainability and the role that research has in promoting sustainability.