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Abstract:In the coming years, social media technology will have a crucial role in environmental involvement and in encouraging sustainable behaviors in the wine industry. Sustainable development is becoming a crucial topic for many consumers. Also, in the wine industry much research has been carried out to decrease the environmental impact, with a particular focus on renewable energy use, greenhouse gas emissions, pesticides reduction, water and waste management, biodiversity, soil and landscape preservation. In recent years, social media technologies have gained increased attention for their potential to amplify environmental concerns and encourage sustainable behaviors among people. This study aims to study the role of social media in the consumer purchasing behavior for wine between the millennial and non-millennial generations. A total sample of 2597 Italian wine consumer responses were collected and a structured questionnaire was used to test our hypothesis. The main results show that the greater the import the consumer places on the product/process dimension of environmental sustainability, the higher the self-selection in market segments. This is true for both millennials and non-millennials. The results show the power of social media to increase sustainability awareness and consecutively influence the consumer's buying behavior for wine (higher price segment). From a marketing perspective, companies should improve their capacity to share and communicate their environmental activities through social media.

Purpose The purpose of this paper is to investigate the relationships between firm capabilities, business model (BM) design, and firm performance. Design/methodology/approach The study provides a quantitative assessment of the proposed model using a sample of 411 small- and medium-sized enterprises. Heckman’s sample selection model is employed as an econometric framework. Findings The outcomes demonstrate that the adoption of a given BM is endogenous with respect to firm capabilities, different capabilities spur the adoption of different BM, and that different BM designs have variable impacts on firm performance. Research limitations/implications Some investigated variables were operationalized using proxies, and firm performance was measured based on a self-assessed scale. Practical implications Since different types of capabilities are at the bases of different BM designs that eventually reverberate on firm performance, SMEs should carefully balance their financial resources invested in the development of capabilities. Originality/value This study represents one of the first attempts to investigate the relationships between firm capabilities, BM design, and firm performance.

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Purpose The purpose of this paper is to investigate the influence that social media usage has on the online purchases of wine and to examine whether objective and subjective knowledge moderates this relationship. Design/methodology/approach A structured questionnaire was completed by a sample of 2,597 Italian wine consumers. A multinomial logistic model was used to assess how the investigated variables influenced online purchasing behavior. Findings Social media usage was found to be positively related to online wine buying, and consumer’s objective and subjective knowledge moderates the relationship between social media usage and online wine purchasing. Research limitations/implications Wineries should acknowledge the relevance of social media in favoring online wine buying and adopt integrated multi-channel marketing strategies. Given that knowledge moderates the relationship between social media usage and online wine buying, in order to optimize the channel management, wineries should segment customers and prospects based on subjective and objective product knowledge. Originality/value The study represents one of the first attempts to investigate social media use and online wine purchasing behavior in Italy. In addition, it sheds light on previous research on the influence that objective and subjective knowledge has on consumer behavior.