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Do Good Ethics Pay Off? : CSR communication and its impact on consumer evaluations in the fine jewellery industry

Wenning, Marina (2021) Do Good Ethics Pay Off? : CSR communication and its impact on consumer evaluations in the fine jewellery industry.

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Abstract:In recent years the fine jewellery industry has faced increased pressure to demonstrate its commitment to more responsible practices, leading jewellery businesses to engage in ethical and philanthropical initiatives and demonstrating their responsible stand. It remains obscure if consumers experience a jewellery brand and its products differently when knowing that the brand has behaved ethically and philanthropically. To address the existing knowledge gap, the study focuses on consumer responses towards social responsibility claims in the context of the jewellery industry. An experimental 2 (ethical CSR claim: present vs absent) × 2 (philanthropical CSR claim: present vs absent) design was conducted to investigate how an ethical and philanthropical CSR claim influence consumers' perceived product quality, consumers' brand attitude, consumers' purchase intention and perceived CSR authenticity in the jewellery context. The results unveiled no significant effects of an ethical and philanthropical claim on the dependent variables. A second analysis revealed that an ethical and philanthropical claim positively influence perceived CSR authenticity. This study adds a body of knowledge to the mainstream CSR literature by examining the impact of CSR claims in the jewellery sector. The findings are primarily of value for brands in the jewellery industry and online marketing specialists to better understand the role of CSR claims by acknowledging that the use of an ethical and philanthropical claim may not necessarily result in favourable consumer outcomes.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/88800
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