Skip to main content

Free Content The Sustainable Luxury Contradiction: Evidence from a Consumer Study of Marine-cultured Pearl Jewellery

Download Article:
 Download
(PDF 715.8486328125 kb)
 
Sustainable product literature has highlighted potential contradictions between luxury goods, known for their extravagance, and sustainability, known for its respect for the environment and society. Other research contends that luxury goods, when based on high quality and craftsmanship, can provide a solid basis for environmentally responsible messaging. Our research empirically tests facets of sustainable luxury within the pearl jewellery sector. We compared a range of environmental and non-environmental frames to gain an understanding of consumer value perceptions. Our results show that environmental frames do not diminish components of luxury such as value, quality and uniqueness. In addition, one of the environmental messages demonstrated statistically significantly higher claimed word-of-mouth communications compared to the non-environmental messages. Our research indicates that properly framed environmental messages may not diminish, and can enhance consumer perceptions of luxury value. In particular, evidence from this research suggests that sustainability messages that describe a direct link between production and positive environmental outcomes may create brand value within the luxury segment.
No References for this article.
No Supplementary Data.
No Data/Media
No Metrics

Keywords: Certification; Consumer preference; Environmental communication; Sustainable development; Sustainable luxury

Document Type: Research Article

Publication date: 2016-09-01

More about this publication?
  • The Journal of Corporate Citizenship focuses explicitly on integrating theory about corporate citizenship with management practice. This means that the journal provides a forum in which the tensions and practical realities of making corporate citizenship real are addressed in a reader-friendly, yet conceptually and empirically rigorous format. The Journal of Corporate Citizenship aims to publish the best ideas integrating the theory and practice of corporate citizenship in a format that is readable, accessible, engaging, interesting and useful for readers in business, consultancy, government, NGOs and academia. This peer-reviewed journal encourages practical, theoretically sound, and (when relevant) empirically rigorous manuscripts that address real-world implications of corporate citizenship in global and local contexts.
  • Submit a Paper
  • Purchase hard copy print edition
  • Learn More about Greenleaf Publishing
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more