How Does Carbon Footprint Create Shared Values in the Wine Industry? Empirical Evidence from Prosecco Superiore PDO’s Wine District

Luigino Barisan,Marco Lucchetta,Cristian Bolzonella,Vasco Boatto

doi:10.3390/su11113037

Abstract

Nowadays, the wine sector’s entrepreneurs are increasingly aware of the relevance of sustainability representing a crucial point for society, economy and the environment. This paper aims to describe Conegliano Valdobbiadene Prosecco DOCG (Controlled and Guaranteed Denomination of Origin) firms’ behaviour focusing on how strategic incorporation of environmentally sustainable practices and social actions contribute to strengthen their competitiveness and deliver shared value for the community. Using partial least squares structural equation modelling (PLS-SEM), survey data from 128 sparkling wine firms are analysed. The results highlight the roles of carbon footprint and employment as drivers in the creation of shared values (SVs), considering the major export markets of Prosecco Superiore DOCG. This empirical evidence may be of interest to firms in the wine sector when considering, in their business decisions, the added commercial value that is derived for the adoption of environmental practices and sustainable social actions. Hence, following this logic, they can manage more inclusive and virtuous paths towards positive social entrepreneurship and an environmental externality to the community.

Highlights

IntroductionWith regards to the relationships between the economic value of a firm and its social value, the investments in human capital can generate employment [1,2]
One is used to seeing sustainability in a purely ecological and environmental context, but its strategy can embrace other areas such as the social and economic ones.With regards to the relationships between the economic value of a firm and its social value, the investments in human capital can generate employment [1,2]
Considering the CVPD’s surface under vines of firms’ sample, small firms prevail (49.2% of the total), followed by medium firms (38.3%), while the relatively big ones make up the rest (12.5%)

Summary

Introduction

With regards to the relationships between the economic value of a firm and its social value, the investments in human capital can generate employment [1,2]. The adoption of practices aimed at reducing the carbon footprint allows the creation of economic benefits for firms as well as for the environment [5,6]. According to the literature review, several techniques for reducing the carbon footprint in the agriculture fields are mentioned, like diversifying crop rotation and crop rotation systems, use of soil bio-resources, mulching, usage of high analysis fertilizers, contour farming, and no-till farming [7,8,9,10].

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Conclusion