Employing Green Technology System in calibrating Eco-Marketing strategy of grape growing companies: Transparent and Controlled use of Green Chemicals

Due to the complexity of the vineyard ecosystem, a growing number of eco-certified inputs has been integrated into a framework of sustainable agricultural practices. This research is aimed at developing a hybrid framework that can be used to predict the eco-label readiness of a certain vineyard and provide guidance about the ecological indicators that should be prioritized in it as well as to find ways to increase the marketing effectiveness. Secondly, the sample of vineyards (n = 50) was divided into three groups—early, mid-season and late ripening varieties—for the analysis of a significant difference observed between and within groups, in terms of the effects of sensor-calibrated inputs on eco-performance indicators. In the second phase, the structural analysis focused on the relationship between eco-performance indicators and its outcomes (eco-label readiness, both direct and indirect effects). Then, the regression analysis and structural equation modeling showed that out of all examined eco-performance results, the timing of the chlorophyll decline, the behaviour of the sugar accumulation under controlled application, and the stability of the eco-readiness over time contributed to the total variance of eco-performance. Yet, the results confirm our assumption that an improvement in sensor calibration and nutrient scheduling is also necessary, particularly in the eco-label certification process of vineyards. The methodology can be used to make informed decisions both about the operational strategies for increasing the eco-marketing performance and the selection of inputs that should be applied in the vineyard.