Wine Law

270 WINE LAW IV. EMERGING ISSUES Besides the traditional issues of consumer protection, the current times have also produced new demands in the consumption relation directed to consumers and suppliers. Terms such as innovation, corporate social responsibility and sustainable development are required concepts to influence consumer goods production nowadays. The focus of this part of the paper is to present and discuss these new factors and their influence in the wine market and especially in wine consumer protection. IV.1. Sustainability Sustainability is one of the most important issues nowadays. The scarcity of renewable natural resources increasingly present and the pollution and destruction of many environments in current times demand a behaviour change of all consumption relation stakeholders, and this is also a reality on the wine market 13 . The necessity of a cleaner production requires new instruments or the adaptation of ancient techniques to change traditional components for sustainable or natural ones. The use of pesticides is worth mentioning, with the current demand for the substitution of traditional pesticides for greener and natural solutions growing either to avoid any kind of product contamination or to get the added value related to sustainable production. Reyes-Mercado indicates that it is usually necessary three acceptances to make a change to traditional paradigm to a greener economy: i) social-political acceptance , linked to the used technologies and policies by the public, key stakeholders and policymakers; ii) community acceptance , related to procedural justice, distributional justice and trust; and iii) market acceptance , involving consumers, investors and intra-firm 14 . All possible in the wine market. This recent focus in sustainability is also connected to the United Nations Sustainable Development Goals having private companies as an important actor 13 On national cases related to sustainability and wine industry see: BOTHA, Elsamari. An industry under pressure: the influence of economic, technological and environmental pressures on the social sustainability od the South African wine industry. In FORBES, Sharon L.; DE SILVA, Tracy-Anne; & GILINSKY JR., Armand (orgs.). Social sustainability in the global wine industry: concepts and cases . Cham: Palgrave Macmillan, 2020 (esp. pp. 17-21). 14 REYES-MERCADO, Pável. Eco-innovations in emerging markets: analyzing consumer behaviour and adaptability . Basingstoke: Palgrave Macmillan, 2016 (esp. p. 3).