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Wine producers facing the transition to organic farming rely widely on networks of informal advice sharing among peers. Limited attention has been paid so far to the impact of actors’ values on collective learning, although the literature shows that they play a role both in the ecological transition (LAMINE et al., 2009) and in advice seeking (NAHAPIET et al., 1998). This paper explores the effect of actors’ ecological values on a complete advice network within a professional milieu of over 60 organic and biodynamic wine producers in Burgundy Region, France. Using exponential random graph models, the analysis takes into account not only wine producers’ ecological values, but also their broad relational context including triadic sub-structures such as transitivity and the existence of pre-existing relations that may have an influence on the advice network. Wine producers’ values stand out as driving the selection of advisers. Two simultaneous collective learning processes are identified: the first one is characterized by the collaboration of experienced wine producers that share common ecological values, and the second one by the interactions among these experienced producers and the novices. This second learning process is coupled with a socialization mechanism aiming at transmitting the milieu’s social norms.

Collective learning and socialization during the ecological transition: the case of organic and biodynamic wine producers of Côte de Beaune