The research focuses on the wine sector and aims to identify factors that stimulate the adopting sustainable and innovative practices in a context characterized by a growing focus on sustainability and innovation in the reference sector. The research sets out to capture the state of sustainable and innovative practices in the wine sector. The authors perform a bibliometric and content analysis of 40 articles, selected from 115 identified through the Scopus database. The research is thus grounded in a systematic review of the literature, a method for data collection and trend identification in the field. The results of the research unveil trends in the wine sector. It is observed that companies that embrace innovative marketing tools tend to adopt an eco-friendly approach, implying a correlation between communication strategies and the adoption of sustainable practices. Moreover, it underscores the pivotal role of partnerships within the supply chain and with competitors in fostering the adoption of green innovations, emphasizing the importance of inter-company relations in sustainable innovation. Sustainability strategies enhance the competitiveness of businesses and are linked to a reduction in the sector’s overall environmental footprint. Lastly, there is a shift in consumer behavior towards more sustainable lifestyles, mirrored in their consumption choices.
Padovani et al. (2026) studied this question.