Overcoming grape growers’ pesticide lock-in

An evolutionary framework is used here to study the issue of pesticide reduction in vineyards. After analyzing grape growers’ pesticide lock-in we show that, although Integrated Pest Management (IPM) could reduce pesticide use significantly, the lack of specific implementation know-how hampers its diffusion. Consequently, once the features of technological change for IPM have been scrutinized, we adopt a case analysis approach in which environmental regulation is envisaged as one possible way of promoting IPM diffusion. We also show that, however necessary such regulation is, it is insufficient: grape growers equally need extension services.