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Decanting values of the environment: A comparative case study in the Willamette Valley’s wine industry

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https://ir.library.oregonstate.edu/concern/graduate_projects/qj72pd37d

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  • The Oregon wine industry is growing and becoming increasingly valuable to the regional economy. As with many production industries, the wine industry has faced concerns around its environmental practices and community impact. The use of synthetic pesticides, herbicides, fertilizers, and associated wastewater run-off are a few issues vineyard managers experience. However, the sustainability movement is increasingly gaining traction and, according to the Willamette Valley Wineries Association, as of 2015 around 52% of the planted vineyard acreage in Oregon held some form of sustainable certification. This paper explores how vineyard estates value the environment, and how vineyard owners’, winemakers’, and managers’ beliefs about the environment influence land management. The research found that personal beliefs and normative beliefs about the outcomes from sustainable and organic certified management, including environment and human health outcomes, are important influences for the intention to pursue certification. The study also highlights numerous policy issues vineyard estates face, alongside controls influencing their land management choices. A matched comparison study was conducted with three different cases: certified organic, Low-Input Viticulture and Enology (LIVE), and uncertified. The qualitative research was conducted through semi-structured interviews with vineyard owners, winemakers, and managers. Fishbein and Ajzen's (2010) version of The Theory of Planned Behavior/Reasoned Action Approach was used to assess the interview findings.
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