Scholars and industry professionals are asking for clarification of the specific firm resources that influence the adoption of environmental sustainable development strategies. This article, set in the context of the Australian wine industry, explores different firm resources that are beneficial for environmental sustainable development and examines the role of management attitudes and norms in moderating this relationship. It establishes which resources SMEs should invest in to be more likely to follow environmental principles. This study reports the findings of a survey of the owner-managers of Australian SME wine producers. It utilises PLS-SEM to analyse the data. Results clearly identify that successful firms that manage their resources more effectively influence the application of environmental behaviour, with one distinct resource significantly influencing the disclosure of such behaviour. A moderating effect is established which supports the notion that pro-environmental decision-making in SMEs is heavily influenced by the attitudes and norms held by management.

With an increasing number of consumers receiving information on social media, companies have adopted these channels to communicate their sustainability efforts. Digital channels enable reaching large audiences in a short period of time, and engaging consumers in message sharing activities to reap those rewards has its own challenges. Companies need to understand what increases sharing of their sustainability messages, but they must be mindful of not overstating their sustainability efforts which may be perceived as greenwashing. The Information Adoption Model is used to assess how message information quality and source credibility affect sharing of corporate sustainability messages. A fuzzy‐set Qualitative Comparative Analysis is conducted on a survey of UK social media users (n = 527). Results show that dimensions of information quality and source credibility act in combination to influence sustainability message sharing. The study informs managers what to stress in social media message planning to facilitate effective sustainability communications.

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