Sustainable practices have increasingly shaped the agri-food and wine sectors, driven by stakeholder demands and winemakers’ growing awareness of environmental conservation. One significant response has been the adoption of organic wine production methods, which aim to eliminate additives and promote sustainability. Despite Italy’s position as the world’s leading wine producer, the domestic demand for organic wine remains limited, and adoption by wineries is relatively slow. This study explores the behavioral intentions of Italian wineries regarding the future use of organic wine technologies, aiming to identify enabling factors and evaluate their integration into a measurable conceptual model. A survey was conducted among 157 wineries across Italy, gathering insights from respondents who, though not yet users of organic wine technologies, offered perspectives on their willingness and readiness to adopt them. The research results, reveal that several factors significantly influence behavioral intention of winemakers: attitudes, performance expectancy, effort expectancy, social influences, facilitating conditions, and self-efficacy. Notably, community support and the opinions of significant others emerged as critical drivers, highlighting the social dimension of sustainability adoption. Interestingly, demographic variables such as gender, age, role, sector experience, and company age showed no significant effect on adoption intention, suggesting that environmental concern transcends these factors. However, anxiety about using new technologies negatively influenced behavioral intention, underscoring the need to reduce uncertainty and fear through education and support. These findings contribute to the ongoing debate on sustainable practices in winemaking and offer both managerial and academic insights into facilitating the transition toward organic production.
