Green transition in the wine industry: eco-packaging and eco-labels as tools to promoting sustainable objectives

Sustainability is a pivotal concern for both businesses and consumers, encompassing production, packaging, and responsible consumption. Companies are compelled by global regulations to adopt innovative practices that support the environment within the economic, social, and environmental dimensions of sustainability. This has led to a transition towards more sustainable products across various sectors. Green innovations such as recycling, eco-design, and eco-labeling are increasingly embraced, enhancing enterprise value while minimizing environmental harm. In the food industry, particular attention is given to sustainable packaging and green certifications on labels. This study delves into the propensity of food companies, focusing on an Italian wine producer, to adopt eco-packaging and eco-labels. Although these are valuable tools for sustainability communication, constraints exist in the wine sector. The findings emphasize the need to educate consumers on these concepts and revise industry regulations to facilitate sustainable packaging choices.