Purpose: This research focuses on analyzing the impact of Green Supply Chain Management (GSCM) on the Sustainable Performance (SP) of Spanish wineries, as well as the mediating effect of Green Ambidexterity Innovation (GAI) and the moderating role of Top Management Environmental Awareness (TMEA) on the main relationship posited (GSCM-SP). In addition, age, size and membership in a Protected Designation of Origin (PDO) were used to increase the precision of the cause-effect relationships examined. Design/methodology/approach: The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023. Findings: The results of the research reveal the existence of a positive and significant relationship between the development of GSCM and SP of Spanish wineries, as well as the partial mediation of GAI and the positive moderation of TMEA in this linkage. Originality/value: The novelty of this study lies in its exploratory approach, as it ventures into new research territory by examining the mediating effect of GAI and the moderating influence of TMEA on the relationship between GSCM and SP, being, to the authors' knowledge, the first research to investigate these specific dynamics.

The purpose of the study is to examine the key attributes of winery service quality that affect winery visitors’ satisfaction. The study also investigates the key factors that affect winery visitors’ spending at a winery. Data are obtained from a survey of winery visitors about their evaluation of various service attributes. Data were later matched with respondents’ actual spending at a winery in Sonoma, California. The results of the study demonstrate that the quality of wine tastings, winery staff hospitality, and winery tasting room experiences are positively related to winery visitors’ satisfaction. On the other hand, staff hospitality, age, gender, and frequency of winery visits are significant variables that account for winery visitors’ spending at the winery. Surprisingly, wine quality is not significantly correlated with winery visitor spending.

This study examines the impacts of service guarantee in terms of consumers' perceived purchase risks, loyalty, complaint behaviors, and intent to use “word-of-mouth” within the context of the casual dining restaurant segment. The scenario method was developed and used to test the research hypotheses. The results of the study reveal that a well-executed service guarantee could reduce consumers' perceived purchase risks, and increase a positive word-of-mouth and customer loyalty. On the other hand, it also raises consumers' intent to complain upon service failure. Furthermore, the results of the study indicate that a “specific” service guarantee is much more effective in reducing consumers' perceived purchase risks, and increasing consumers' intent to claim after a service failure as opposed to an “unconditional” service guarantee. The results of the study suggest that a service guarantee offered by independent restaurants could offer a competitive advantage over brand restaurants not offering a service guarantee.

Purpose: Confucian philosophy emphasizes gender roles that place significant restrictions on the consumption of non-traditional products. The authors use wine to advance our understanding of how South Korean female consumers have established a new female gender role and identity by adopting new communities that allow non-traditional consumption while still accepting gender roles. This paper aims to examine how South Korean female consumers create a unique consumption culture with respect to wine consumption. Design/methodology/approach: A hermeneutic approach was adopted to understand what motivates South Korean female consumers to join a wine consumption community and their perceptions about consuming wine. Researchers conducted 26 semi-structured face-to-face interviews that ranged from 45 to 120 min, with an average duration of 1 h. Findings: The results of the study suggest that wine can be a medium for emancipating women from traditional gender roles and social images of women embedded in South Korean society that call for women to sacrifice themselves for their families. In addition, the study’s findings suggest that Western wine marketers need to understand the power of wine consumption communities that are a unique consumption ritual among South Korean female wine consumers. Originality/value: South Korean female respondents drink wine as both a way to seek pleasure through a Western alcoholic beverage and to consume and experience Western culture and lifestyles. However, South Korean female respondents tend to drink wine within consumption communities, which are a powerful consumption ritual in South Korea. In other words, although South Korean female respondents consume wine to experience and learn about Western culture and lifestyles, they have entirely not abandoned their traditional consumption rituals.

This study investigates whether the relationships among dimensions of wine destination brand equity differ between New- and Old-World wine countries, and how wine involvement moderates these relationships. A cross-country, cross-cultural analysis compared Chinese wine tourists in a New-World wine country (Yantai, China) with Western wine tourists in an Old-World wine country (Crete, Greece). Using convenience sampling, 258 Chinese and 230 Western wine tourists were surveyed. Results show that brand awareness has a stronger impact on brand quality, and brand associations have a stronger impact on brand loyalty for Chinese wine tourists compared to Western tourists. The moderating role of wine involvement was observed only in the Chinese sample. As Chinese tourists’ wine involvement increases, the impact of brand quality on brand loyalty strengthens. Higher levels of involvement among Chinese tourists leads to a negative relationship between brand associations and brand loyalty, while lower involvement leads to a stronger positive relationship.

Purpose: This study examines the influence of green intellectual capital (GIC) on circular economy implementation in wineries, analyzing the mediating roles of green mindfulness and green dynamic capabilities. Additionally, age, size and protected designation of origin membership are included as control variables to enhance the robustness of the model. Design/methodology/approach: A conceptual framework is developed based on the literature review and empirically tested through structural equation modeling (PLS-SEM) and importance-performance map analysis (IPMA). Survey data from 207 wineries allow for a comprehensive assessment of both causal relationships and the relative performance of key constructs. Findings: The results indicate that GIC has a significant positive effect on circular economy implementation in wineries. Additionally, green mindfulness and green dynamic capabilities act as partial mediators in this relationship, underscoring their role in enabling sustainability-driven decision-making. Originality/value: This research contributes to the literature in several ways. First, to the best of our knowledge, there are no previous studies that have analyzed green mindfulness and green dynamic capabilities as mediating variables in the main linkage between GIC and circular economy implementation. Second, this main relationship has not been addressed in the wine context, which allows us to generate new scientific knowledge. Third, the proposed theoretical model is a pioneer in the analysis of the consequential variables of GIC.