Sustainability Standards in Italian Wineries: Exploring Drivers, Barriers, and Opportunities for Broader Adoption

The wine sector is currently facing complex and interconnected challenges arising from profound environmental, economic, and social changes. Global phenomena such as climate change, geopolitical instability, and evolving consumption patterns are reshaping the conditions of wine production and commercialization, increasing both uncertainty and market competitiveness. In this context, sustainability emerges as a strategic factor for ensuring the resilience and competitiveness of wine enterprises over the long term. Sustainability certifications, based on a holistic approach, are thus configured as essential tools to support companies in their transition toward more responsible models, while enabling them to communicate their commitment transparently and credibly to increasingly demanding stakeholders. Nevertheless, despite the existence of valid sector-specific standards, their adoption in Italy remains limited. This dissertation investigates the drivers, barriers, and opportunities associated with sustainability certifications in the Italian wine sector, with the aim of encouraging broader adoption. The analysis was conducted through a mixed-methods approach, combining qualitative investigations, based on semi-structured interviews with certified and non-certified wineries as well as trade operators with a quantitative analysis assessing the economic impact of certification through a Difference-in-Differences methodology. The qualitative study with producers (RQ1) showed that, although firms recognize significant benefits such as greater efficiency and potential long-term economic advantages, they also perceive substantial obstacles, including high initial costs, bureaucratic complexity, and a lack of qualified personnel. External pressure, such as explicit market demand, may however facilitate the overcoming of these barriers, thereby increasing the likelihood of completing the certification process. The quantitative impact analysis (RQ2) highlighted that certification does not generate significant short-term effects on profitability and liquidity, contradicting the perception that it entails additional costs negatively affecting economic performance. The exploratory study with trade operators (RQ3) revealed that certifications, while not yet a prerequisite for market access or a consolidated lever of consumer recognition, play a growing role in commercial relationships as instruments of assurance, transparency, and simplification. Overall, the results contribute to a deeper understanding of the dynamics influencing the adoption of sustainability certifications in the Italian wine sector. They underscore the need to strengthen firms’ internal capabilities, reduce economic and bureaucratic barriers, increase producers’ perception of the benefits, and develop more effective market-oriented communication strategies. At the same time, they provide concrete insights for policymakers and producer associations, highlighting how certifications can evolve from voluntary requirements into strategic levers of competitiveness, resilience, and sustainable development for the entire wine industry.