What strategies do wine firms adopt to integrate CSR into their activities? An analysis among Italian wineries

Abstract

Corporate Social Responsibility (CSR), as defined by the European Commission, is a strategic framework through which companies integrate social, environmental, and economic sustainability into their operations (European Commission, 2001). In recent years, the agricultural sector has increasingly adopted sustainable practices, driven by challenges such as climate change, the depletion of ecosystems, welfare and inclusion issues, etc… Within the agri-food industry, the wine sector holds significant importance (Pinto da Silva and Esteves da Silva, 2022; OIV, 2022) also in relation to the adoption of sustainability practices (De Steur et al. 2020; Forbes et al., 2009; Pomarici et al., 2016).

This study investigates the sustainable practices adopted by Italian wine firms within the CSR framework, focusing on firms’ perceptions of sustainability, motivations driving the adoption of these practices, and barriers hindering their implementation. An ad hoc questionnaire was developed, incorporating open and closed questions about firm details, perceptions of sustainability, and drivers and barriers, with most responses quantified on a 1–5 scale.

Data were collected through a self-reported survey involving a convenience sample of 131 Italian wine firms. The analysis examined the adoption of sustainability practices across the three pillars of sustainability: environmental, economic, and social dimensions.

The results indicate that the most adopted practice by firms in our sample is related to the product sphere, namely obtaining DOC/DOCG quality certifications (84% of companies do this predominantly). Secondly, firms indicate various practices in the sphere of social sustainability: courses on worker safety, attention to legality (i.e., regular billing, contract regularity, activities in areas confiscated from the mafia), adopted by over 80% of companies. Also relevant in the social sphere is attention to working conditions (i.e, workplace safety, flexibility in scheduling) (72%), attention to contractual stability (62%), integration of young workers (62%), initiatives to reduce workplace discrimination (58%).

The practices in the environmental sphere are mostly related to cultivation and production practices that reduce the use of chemicals (74%), waste reduction/promotion of recycling (60%), monitoring of water and electricity consumption, etc. (55%), and improvement of energy efficiency (53%), adherence to internationally recognized certification programs (52%).

The study suggests some general patterns on how Italian wine firms seem to adopt sustainable practices within the CSR framework. The most adopted practices highlight a focus on product quality and market positioning, as highlighted by the widespread adoption of DOC/DOCG quality certifications. However, the analysis seems to reveal a diffuse declared commitment to environmental stewardship accompanied by a predominant emphasis on social aspects in relation to the actual practices implemented.