Purpose This study aims to examine how green technology adoption unfolds across the wine value chain and how micro-, meso- and macro-level conditions shape adoption in wine clusters. Design/methodology/approach The study adopts a qualitative, cross-country design based on interviews with winery owners and managers in France, Italy, Spain, Brazil, South Africa and the United Kingdom. Data were coded in NVivo and analyzed through thematic analysis, combining value chain and multilevel perspectives. Findings Green technology adoption is uneven across primary activities. Upstream activities involve resistant varieties, precision viticulture, drones and mechanization; operations include renewable energy, automation, management systems, carbon accounting and traceability; and downstream activities involve digital communication, QR codes and AI-assisted support. Adoption is shaped by multilevel conditions: micro-level factors relate to feasibility and efficiency; meso-level factors to partnerships, knowledge intermediation and collective support; and macro-level factors to standards, certifications and institutional pressures. The comparison shows distinct sustainability pathways across Old World, New World and Emerging Wine Region contexts. Practical implications Managers should align green technology investments with the environmental demands of each value chain activity and the institutional configuration of the cluster. Effective adoption requires organizational readiness, meso-level support and policy initiatives that strengthen collective coordination for green upgrading across the value chain. Originality/value The study advances research on environmental upgrading by showing that green technology adoption in wine is simultaneously activity-specific and multilevel, extending beyond direct production effects to include indirect gains through traceability, transparency and legitimacy-building.
Mendes et al. (Wed,) studied this question.