Abstract:
In recent years, members of the Australian wine and grape industry have been encouraged to participate in a range of Environmental Management System (EMS)-type programs. These have been sponsored by a variety of stakeholders including government organisations, environmental non-government organisations, industry associations and large corporations. Collectively, these stakeholders have a diverse range of objectives they are seeking to address through the adoption of EMS by grape growers. These objectives range from natural resource management outcomes through to maintenance of market access and meeting investor expectations. However, these stakeholder objectives may not align to the individual needs of grape growers, nor to the drivers that may influence the adoption of an EMS by such individuals. To date, there has been variable success with voluntary adoption of EMS (or similar concepts) across viticulture regions throughout Australia. This paper seeks to clarify this variability based on an assessment of the needs and circumstances of various industry groups associated with EMS initiatives. A conceptual framework is proposed which categorises these particular needs according to different scales of influence (e.g. industry, region, business and individual). In addition, the drivers that operate at the individual grower level are further explored through a qualitative field study. This study has implications for the design and promotion of EMS programs for the wine and grape and other agricultural industries. It is clear that a ?one size fits all' approach will not meet the varying needs and objectives of all industry participants. Furthermore, grape growers may not perceive a need to change and, therefore, are yet to identify any benefits from voluntary adoption of an EMS. Alternative mechanisms such as market-based or regulatory instruments may need to be considered, dependent on the objectives that are sought.