What are the obstacles to the vineyard's ecological transition?[Quels freins à la transition écologique du vignoble ?]

Reducing the use of pesticides in winegrowing requires the development of innovations (substitute products, machinery, plant equipment, digital technology, etc.) However, many of these innovations, whether technical or organizational, are in fact already widely available today. The question therefore arises as to whether the key lies in the identification of an ever-increasing number of innovations, or in their attractiveness, and therefore in the incentive system that underpins them. Could it be that the underlying trend in favor of the environment is in fact being slowed down by a number of obstacles linked to corporate routines, the reluctance of marketers and even consumers, or a biased assessment of risks and performance? In addition to monetary incentives - some innovations are currently too costly or too risky to be implemented by most producers - this article argues that the obstacles to the ecological transition of vineyards are also behavioral in nature. Behavioral economics provides a better understanding of these obstacles, both for producers, who are victims of behavioral "locks", and for consumers who, when it comes to food consumption, often only change their habits incrementally. This scientific discipline highlights the fact that each actor has his or her own objectives, constraints, networks, inertia and, ultimately, rationality. Our experimental tests, recently carried out in France, Spain and Portugal, reveal and analyze these phenomena. They also enable us to identify original avenues for public policies (such as "informational nudges") or corporate strategies (product claims and certification) in favor of agro-ecological transition.