Coffee is a global value chain that has been going through many transformations, seeking to transition to sustainability. In this paper, a technological innovation system from multi-level perspective institutional dimensions (macro, meso and micro) was adopted to analyze the coffee value chain in Brazil and in Colombia. Our conceptual contribution lies on the connection across institutional levels, to understand sustainability transition. Thirty interviews with stakeholders from both countries were conducted. Results indicate that macro-institutions have a relevant effect on coffee-producing properties (micro-level), and meso-institutions play a central role in differentiating the way in which agents adopted voluntary sustainability standards (VSS) in each country. Results also pointed out the importance of meso-institutions in the implementation of VSS at micro-level, in both countries, although in Colombia organizations at meso-level seem to be less supportive of adopting VSS than they are in Brazil.