Environmental awareness affects adoption of greener production systems: evidence from Italian winegrowers

This study investigates the environmental awareness (EA) of Italian winegrowers and its influence on adopting sustainable production protocols. Utilising a multidimensional concept of EA, an online survey was conducted with 275 winegrowers from the Conegliano Valdobbiadene Prosecco Protected Designation of Origin area. Data were analysed using Structural Equation Modelling and a Multinomial Probit Model, revealing four out of five dimensions as components of winegrowers' EA. The results demonstrated that increased EA significantly and positively affects the likelihood of adopting organic and Integrated Pest Management protocols. These protocols reflect a growing commitment to environmentally responsible winemaking practices, which can yield substantial benefits in terms of ecological preservation and long-term sustainability. Moreover, results emphasise the importance of using the multidimensionality of the EA concept. Based on these findings, the study provides practical recommendations and policy implications for the wine sector.