This study expands the debate on the reasons that wine producers adopt sustainable, organic wine production. It aims to ascertain the enabling factors facilitating behavioral intention regarding such an adoption and whether these factors can be combined in a conceptual, measurable model.
A sample of 157 Italian winery companies was used. Results were analyzed through the unified theory of acceptance and use of technology model, various quantitative methods and a multi-regression model.
Gender, age, role, experience in the sector and company existence do not affect behavioral intention. Conversely, performance expectancy, effort expectancy, social influences, facilitating conditions, attitude and self-efficacy strongly affect behavioral intention, whereas the determinant anxiety has a negative effect. Further, four factors account for most of the variability in behavioral intention.
The research is limited to Italian wine producers, and the discussion is based on quantitative results alone. Qualitative data would probably produce a richer, more comprehensive understanding of some phenomena.
Managers and entrepreneurs intending to invest in organic wine production can gain a detailed understanding of factors that affect the behavioral intention toward these technologies by comparing their attitudes with those of Italian producers.
Several studies have focused on wine consumers' behavior, but very few have investigated wineries' intention to adopt organic wine technology and the likely driving factors.
