Exploring individual and institutional drivers of proactive environmentalism in the US Wine industry

Industry transformation related to environmental stewardship proceeds through multiple stages, and there is as of yet no clear understanding of the importance of certain drivers of transformation at different stages. We bring together previous environmental management research regarding individual‐ and institutional‐level drivers of environmental stewardship to develop a model and series of questions regarding proactive environmental behavior in the US wine industry. A qualitative research method, including interviews and focus groups, is used to test the model. At the early stage of environmental transformation in the wine industry, we find that managerial attitudes and norms, existing regulations, employee welfare and competitive pressures are all strong drivers of proactive environmental behavior. However, our multi‐level analysis suggests that drivers of environmentalism vary in relevance and relative importance and that future environmental management research needs to consider the relationship between drivers of environmentalism and the stage of an industry's environmental transformation.