This article aims to determine which of a firm’s resources are drivers of its decisions on sustainability policies. For this purpose, it analyses four of the resources that the literature has linked with sustainability: (1) marketing resources, (2) technological resources, (3) innovation resources and (4) financial resources. The study focuses on Spain, which has the largest surface area under vine in the world. The database for the empirical analysis was drawn up from a survey among wineries carried out during 2020 and 2021. A total of 411 observations were valid. From the quantitative analysis, based on Box–Cox models, it can be concluded that adopting sustainability policies requires placing stress on innovation and on the capacity for communicating such innovations so that consumers perceive them as a change for the better; having greater technological or financial resources seems to be insufficient and of little importance. The results indicate that promoting funding and resource availability as basic tools should be reviewed in sustainability policies for wine firms.

This article determines the factors that influence Chinese wine consumption and, thus, contribute to define an average Chinese wine consumer profile for the years 2000 to 2014. The article proposes a model that explains the variations in the consumption of wine in China, because of traditional factors of the theory of demand (price of wine, income, and price of a substitute good), and sociodemographic factors (age, gender, marital status, level of education, geographical area, and tourism activities). The article reveals that an increased income, a married marital status, living in an urban area, and tourism activities, significantly and positively contributed to the increase of wine consumption in China. In addition, the article demonstrates that wine is not a substitute of beer in China, and that it is hard to associate an increase of wine consumption with the gender and the educational level of the average Chinese. In contrast, age negatively and significantly influenced the wine consumption in China, meaning that wine consumers are becoming younger.

Depopulation is a serious problem facing developed countries, among them Spain. It is especially severe in rural areas, where some vicious circles emerge, nourished by reduced infrastructures and services, deteriorated quality of life, the low inflow of new inhabitants, low local development and an aged population. In this context, social economy institutions may be a key factor in the fight against population decline, having a leading role in reactivating economic dynamism through the creation of stable, high-quality jobs, promoting the local endogenous development of rural areas, helping enhance income in those spaces, encouraging the arrival of people and impacting positively on social cohesion, and enabling sustainable growth. This paper focuses on Castilla-La Mancha, an eminently rural region, which is among the areas most severely impacted by the loss of population in Spain. The aim is to analyze the factors that affect the settlement of population, and to demonstrate that social economy institutions may be a resilience factor of rural population. A partial least squares model, composed of 8 constructs related to 21 variables extracted from data for 2017 and 2018 on the 613 municipalities, allows us to demonstrate that the existence of social economy entities helps to anchor population and increase the resilience of this territory.