Purpose: Consumer likeability and willingness to pay (WTP) for two Italian sparkling wines, (Conegliano Valdobbiadene Prosecco DOCG and Prosecco DOC) are evaluated through a non-hypothetical Becker-DeGroot-Marschak (BDM) auction during a wine-tasting experiment. The purpose of this paper is to estimate individual WTP and relate it to likeability for both wines, with and without supplying additional information on their features.Design/methodology/approach: Data were collected in May–June 2019 from a sample of 99 consumers in Northern Italy. A non-hypothetical BDM auction in a wine-tasting experiment was implemented.Findings: The results show that the additional information plays a significant role in widening the WTP gap between the two geographical indications (GIs), while the blind tasting narrows this gap. The “superiority” of the Conegliano Valdobbiadene Prosecco DOCG is confirmed but relies more on its better reputation than its better taste.Research limitations/implications: The authors are aware of two main limitations in the study. The first is the territorial composition of the consumer sample. The second is the selection of the Prosecco bottles used in the experiment. The results are considered pioneering and need to be verified by additional experiments with different consumer and bottle samples.Practical implications: Promotional suggestions for the Tutelary Consortia of the two GIs stem from the results. The Prosecco DOC should primarily stress its likeability, while the Conegliano Valdobbiadene Prosecco DOCG should primarily emphasise the reasons for its “superiority”.Originality/value: To the best of the authors' knowledge, no previous study has related likeability and WTP for similar GI wines produced in contiguous areas. Moreover, the current research has applied a non-hypothetical BDM auction in a wine-tasting experiment.

Nowadays, the wine sector’s entrepreneurs are increasingly aware of the relevance of sustainability representing a crucial point for society, economy and the environment. This paper aims to describe Conegliano Valdobbiadene Prosecco DOCG (Controlled and Guaranteed Denomination of Origin) firms’ behaviour focusing on how strategic incorporation of environmentally sustainable practices and social actions contribute to strengthen their competitiveness and deliver shared value for the community. Using partial least squares structural equation modelling (PLS-SEM), survey data from 128 sparkling wine firms are analysed. The results highlight the roles of carbon footprint and employment as drivers in the creation of shared values (SVs), considering the major export markets of Prosecco Superiore DOCG. This empirical evidence may be of interest to firms in the wine sector when considering, in their business decisions, the added commercial value that is derived for the adoption of environmental practices and sustainable social actions. Hence, following this logic, they can manage more inclusive and virtuous paths towards positive social entrepreneurship and an environmental externality to the community.

In the wine sector, the choice of a sustainable strategy based on smart marketing has gained more relevance due to the growing importance of sustainability. The literature illustrates a multiplicity of perspectives, wherever firms are committed to improving sustainability and market performance. This exploratory paper aims to make sense of the extant literature by analysing 10 case studies in Italy, focusing on sustainable competitive resources and strategies, considering the role of CF (Carbon Footprint) as a crucial factor. The research has considered a complementary theoretical framework based on both Resource-Based Theory and Competitive Advantage Theory. Data were analysed by descriptive statistical techniques. The results show a bundle of unique resources and strategies in pursuing firm performance, wherever CF may lead to significant sustained competitive advantages in firms’ value capture (ex. image and reputation and customers’ relationships loyalty, entrance into new foreign markets). Findings highlight that perceiving the costs and benefits of investments in lowering CF may guide to a more accurate understanding of the value-creating from the different type of eco-innovation for building tailor-made communicational and marketing strategies.

One of the new objectives laid out by the European Union’s Common Agriculture Policy is increasing environmental sustainability. In this paper we compare the degree of average dependence index for each member state (ADIMS) in EU28 from 2007 to 2019 in order to verify the following: (1) whether there was a difference in this index when comparing two CAP periods—(a) from 2007 to 2013 and (b) from 2014 to 2019—and (2) which crops had a larger effect on the ADIMS. The study showed no significant variation in the average ADIMS at EU level between the first (2007–2013) and second (2014–2019) CAP periods. The AIDMS index highlighted three types of EU agriculture: (1) agriculture in Eastern Europe, including Bulgaria, Hungary, Romania and Slovakia, characterized by a high level of ADIMS (10.7–22) due to the widespread cultivation of oil crops as rapeseed and sunflower; (2) Mediterranean agriculture including Portugal, Spain, Italy, Croatia, Greece, Malta, Cyprus and France with lower AIDMS levels (5.3–10.3) given their heterogeneous crop portfolios with different degrees of dependence on animal pollination (almond, soy, rapeseed, sunflower and tomatoes) and (3) continental agriculture including Germany, Austria, Slovenia, Poland, the Czech Republic, Baltic countries, Benelux, Finland, Sweden and Ireland, which are characterized by the lowest ADIMS level (0.7–10.6) due to the widespread cultivation of cereals (anemophily and self-pollination) which increase the denominator of the index. The study suggests that a sustainable management of the agroecosystem will be possible in the future only if CAP considers pollinators’ requirements by quantifying the timing and spatial food availability from cultivated and uncultivated areas.