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The reduction of phytosanitary treatments in viticulture is widely demanded by policymakers and consumers. An important solution is the use of resistant grapes, which can cut plant protection applications by up to 80%. Although this is a significant improvement, viticulture is mainly carried out with traditional grapes. Therefore, the aim of this paper is to identify the factors that encourage the cultivation of fungus-resistant grape varieties (FRGV), as well as the challenges and opportunities in marketing. Our study used an exploratory sequential mixed-methods model design. In the first step, data were collected through 48 in-depth interviews and analyzed. Based on the qualitative results, a survey of 422 producers was conducted. The quantitative research results were segmented by company size and production type to provide a deeper understanding. The main drivers for cultivation are the ecological benefits resulting from the reduction of pesticide use, with organic producers particularly motivated by sustainability goals. Smaller producers are driven by the opportunity to introduce a new wine style, whereas larger producers are more cautious and focus on cost savings. The cultivation of resistant grape varieties is restricted by a large number of varieties, lack of experience, and unfavorable characteristics from initial generations of resistant grapes. A low level of grape variety prominence and customer awareness, as well as unattractive variety names, negatively affect producer acceptance. To facilitate higher market acceptance, it is important to offer attractive grape varieties, directly communicate them to consumers, and provide information about the sustainable effects. [ABSTRACT FROM AUTHOR]

To align with the target of reducing plant protection measures within the EU Green Deal programme, the utilisation of resistant grape varieties in viticulture becomes indispensable. Consequently, this study investigated the factors that influence consumer acceptance of fungus-resistant grape varieties (FRGV) in Germany. The qualitative research methodology involved conducting semi-structured interviews, including sensory evaluation tests, with focus groups consisting of 48 consumers and evaluating the data using content analysis. The findings revealed that the attractiveness of a grape variety is determined by four distinct attributes: familiarity, designation, association, and image. Furthermore, FRGV can be made more attractive to consumers by using denominations based on established grape varieties or by using and associating them with their sensory patterns. The sensory acceptance of FRGV varies significantly across consumer segments and vinification methods. Providing relevant information about the benefits of resistant grape varieties has a positive impact on consumer acceptance, and the level of interest and relevance varies by target group. The study suggests that it is possible to enhance consumer acceptance by offering attractive grape varieties, targeting group-specific sensory profiles, and engaging in storytelling campaigns that educate consumers about the advantages of resistant grapes. [ABSTRACT FROM AUTHOR]

Eco-innovations, or innovations that reduce the environmental impacts of production and consumption activities, are considered crucial for sustainability transitions and a key element of a Circular Economy. Although previous contributions have acknowledged the existence of different types of eco-innovations (e.g., product vs. service or incremental vs. radical), a precise conceptualization of eco-innovation types, which takes into account its multifaceted character, is missing. Yet such a conceptualization is crucial in order to understand how eco-innovations contribute to a sustainable transition, how policy makers can promote different eco-innovation types, and how business practitioners can develop eco-innovations. This article covers this gap in the literature. Its aim is twofold: 1) to develop a quantitative method to categorise different eco-innovation types in a particular setting, taking into account their distinct features and dimensions; 2) to apply this method in a given sector and country, building a taxonomy of eco-innovation types. It draws on a survey of 197 Spanish industrial small and medium size enterprises (SMEs) which developed or adopted an eco-innovation between 2012 and 2013. The statistical analyses reveal the existence of a taxonomy of five eco-innovation types: systemic, externally driven, continuous improvement, radical (technology-push initiated) and eco-efficient. They differ in their techno-economic configurations, contribution to environmental sustainability and corporate goals and required changes in the firms. Specific policy and managerial implications are deducted. [ABSTRACT FROM AUTHOR]