Nudging interventions to foster the reduction of pesticides in viticulture. Insights from Italian winegrowers

The demand for sustainable solutions to reduce the negative externalities of the agricultural production system is continuously growing. In the viticultural sector, one promising strategy to reduce the excessive use of pesticides is the adoption of fungus-resistant grape wine (PiWi) varieties. The current study explores the likelihood of adoption of PiWi varieties among a sample of professional winegrowers in Sicily (southern Italy). Specifically, applying an experimental between-subjects design, the present research explores whether providing two nudges (salience nudge and the same coupled with a social comparison one) increases winegrowers’ intention to plant PiWi varieties in the upcoming five years. The findings show that both nudges positively affect the innovation adoption (+12% compared to the control group). Additionally, factors such as expected social and personal benefits and risk-taking behavior emerge as influential in the decision-making process for PiWi uptake. Outcomes suggest stakeholders interested in fostering the reduction of pesticides in viticulture to explore the potentials of nudge interventions further. • Two nudge interventions were tested among professional winegrowers. • Nudges were effective in encouraging farmers' adoption of an ecological innovation. • Expected economic benefits and risk attitude also affected winegrowers' adoption. • Policy makers should further test the potentials of nudge interventions.