The Role of Corporate Social Responsibility in the Wine Industry: The Case Study of Veneto and Friuli Venezia Giulia

Abstract

This study aimed to investigate the awareness of Corporate Social Responsibility (CSR) among wineries located in the Italian regions of Veneto and Friuli Venezia Giulia (FVG) (1), (2) the obstacles (3) and market drivers of its implementation (4), the practices and range of actions that are concretely implemented in the field of CSR (5), the implications that this management approach can have on company performance (6), and the communication tools used. The methodology adopted is based on a qualitative approach integrated with quantitative measures. In total, 28 wineries participated in the study. The results show that all of the wineries were aware of the importance of implementing CSR, although they mainly refer to environmental issues. Sponsorship in fair trade activities is considered the most relevant market driver, while Italian consumers are generally perceived as not particularly interested in sustainable wine production. The practices implemented are mainly focused on reducing environmental impact. Interesting insights have emerged from this study, such as an unusual disparity between theoretical knowledge and practical implementation of socially responsible activities, a tendency to adapt the entrepreneurial style towards CSR, as well as a fundamental willingness to implement good practices that go beyond the legal requirements currently in force.

Do organizational commitment and consumer satisfaction mediate the relationship corporate social responsibility-sustainable performance? Assessing happiness management in Spanish wineries

“…The results of the present research allow to empirically demonstrate the positive and significant effect of CSR on the SP of wineries. These results are in line with recent research by Annunziata et al (2018) and Pizzol et al (2021), who empirically prove the relationship between CSR practices and improved economic performance in the Italian wine context. However, the results differ from those offered by Muñoz et al (2020) and Esposito et al (2021), who point out that CSR is not linked to higher economic performance of wineries.…”

“…These results are in line with recent research by Annunziata et al. (2018) and Pizzol et al. (2021), who empirically prove the relationship between CSR practices and improved economic performance in the Italian wine context.…”

“…In the wine context, Pizzol et al (2021) demonstrated that CSR practices developed by Italian wineries are perceived by their employees as a mechanism to improve their economic performance. Similarly, Annunziata et al (2018) demonstrated the positive and significant effect of social practices developed by Italian wineries and the increase of their profitability.…”

Consumers’ Perspectives and Behaviors towards Corporate Social Responsibility—A Cross-Cultural Study

“…In the hospitality industry, during the COVID-19 pandemic, CSR practices encouraged customers to prepay services [65]. In the wine industry, CSR towards the environment receives a great deal of attention [66]. Therefore, we assume that purchase intention is influenced by CSR and brand attitude.…”

Is Corporate Social Responsibility Considered a Marketing Tool? Case Study from Customers’ Point of View in the Slovak Food Market

“…However, CSR, as a concept based on sustainability, also deals with other social and economic aspects of sustainability. Corporate Social Responsibility (CSR) can be viewed as a set of responsible practices and behaviors that shift organizations towards more responsible behavior [9] and improve the quality of life of the local community. CSR has also become a central theme in the food industry, mainly regarding sustainability [10].…”