Is Environmental Sustainability Also "Economically Efficient"? The Case of the "SOStain" Certification for Sicilian Sparkling Wines

The Italian wine industry is strongly committed to sustainability. Among the numerous sustainability certifications and programs implemented in Italy for the wine sector, SOStain is the oldest at the regional level. The SOStain Foundation promotes the voluntary application of a sustainability program, developed in 2010 in Sicily (Southern Italy). The requirements of the SOStain specifications are connected to the new CAP 2023-2027 objectives; therefore, companies preparing for the new challenges of future winemaking might be interested in joining the SOStain Foundation for greening production practices. The objective of this study was to learn producers' and consumers' opinions about motivations, real/perceived difficulties, cost, and positive effects of the SOStain certification, as well as their intentions to make ethical choices and their willingness to spend more for a Sicilian sparkling wine with the SOStain certification. A census of producers combined with a consumer survey and focus groups were carried out. Multidimensional scaling was used to discover the polarization of producers'/consumers' opinions regarding the SOStain certification. The findings highlighted the effect of ethical choices, despite sensory likings, on purchasing intentions and issues related to higher costs of production and market prices. The results highlighted the criticalities of the green transition for wineries and the importance of correct communication through social media