The Interplay of Pro-Innovative Behavior, Trust, and Farm Viability for Sustainability in the United Winemaking Agricultural Cooperative of Samos

This study explores the complex interplay between innovation, pro-innovative behavior, social capital, and farm viability in contributing to sustainability within agricultural cooperatives. Focusing on the United Winemaking Agricultural Cooperative of Samos (UWC SAMOS), a historic cooperative on the Greek island of Samos, this research aimed to measure and operationalize these concepts using literature-derived indicators and complex indexes. A mixed-method approach was employed, collecting data via semi-structured questionnaires and in-depth interviews. The findings revealed a highly intricate relationship among these factors which quantitative analysis alone could not fully capture. The findings revealed a complex interplay, with female respondents showing better results in all the created composite indexes of our study. Surprisingly, the respondents of our sample who were more than 60 years old had the highest values in the composite indexes of pro-innovative behavior and economic viability and a relatively high value in the social capital index, and considering the educational level of the interviewees, the proportion with a Master&rsquo:s or an equivalent level had the highest results in the pro-innovative behavior index and trust but not in economic viability. Crucially, qualitative data highlighted the underlying mechanism of &ldquo:institutionalization of cooperative members&rdquo: as a significant mediating factor, explaining the weak innovation and low social trust observed. This study concludes that a holistic understanding of sustainability in agricultural cooperatives necessitates a deep integration of both quantitative measures and qualitative exploration of socio-cultural dynamics, offering a refined conceptual framework for future research and policy.