Abstract
The purpose of this study is to understand the intent to implement environmental practices as part of operational processes within the Ontario (Canada) wine industry, using the Theory of Planned Behaviour (TPB) and Personal Construct Theory (PCT) as the frameworks of analysis. A constructivist approach using multiple case study design was used to explore the determinants of intention with a particular emphasis on identifying the reasoning and sense-making of organizations that took an entrepreneurial stance towards environmental practices. Key personnel from twenty wineries were interviewed and a repertory grid employed as the data collection technique. A content analysis indicated that constructs related to profitability and affordability override more esoteric concepts such as stewardship of the land. The study proposes an updated model for intention applicable to implementation environmental practices. Further research is suggested to facilitate understanding the impact of knowledge and customer perceptions in the actual implementation of environmental practices.
Highlights
The introduction of new grape varieties such as Riesling, Chardonnay, Cabernet and Gamay that thrived in Niagara’s cool climate, as well as the reduction in trade barriers, has resulted in 10 years of rapid growth in the region’s wine industry
Some are as one might expect in any analysis of the perceived impact of decision-making, dealing with issues such as profitability, return on investment, payback, efficiencies, market scale, government incentives; some were new, dealing with the ways in which climate impacts on functionality, compatibility with proven systems in other countries, and environmental identity
The study supports the notion that if an organization perceives a potential gain deriving from an environmental practice, a goal-intention behavior is activated, which is the precondition to the implementation intention (Gollwitzer 1999) and will stimulate an organizational commitment towards the practice
Summary
The introduction of new grape varieties such as Riesling, Chardonnay, Cabernet and Gamay that thrived in Niagara’s cool climate, as well as the reduction in trade barriers, has resulted in 10 years of rapid growth in the region’s wine industry. Producing the ‘...highest value-added agro-food product in the world’ (Canadian Grape and Wine Research Strategy, 2007) the industry has attracted a large number of investors; being somewhat fragmented, (Porter 1998: 205), and highly competitive, its long-term sustainability is determined by its ability to adapt to changing market and environmental conditions. Climate has a significant impact on wine production in Niagara, the primary concern being winter survival in a. Existing environmental literature has a large number of studies that identify the determinants of organizational response. Existing environmental literature has a large number of studies that identify the determinants of organizational response. Bowen (2000) differentiated between two types of environmental commitments: developing corporate environmental strategies and adopting specific environmental initiatives at the operational level
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