Research
Over the last two years, the project partners at sustainablepearls.org have researched consumers support for responsible pearl farming and its unique opportunities for marine conservation. This marine cultured pearl research has culminated in an extensive testing with US consumers comparing traditionally positioned pearl jewelry to sustainable positioned pearl jewelry.
Across multiple measures (product quality, value, and relative advantage), the pearl jewelry focused on “protecting and preserving coral reef environments” outperformed traditional product positioning.
This research highlights the fact that the marine cultured pearl producers have a large opportunity.
Consumer surveys
Sustainable Pearls
Consumer Research Study
Part 1 Expanded Research Results*
Authors
Sustainablepearls.org (Julie Nash) and MVI Research
Panel
2,188 US Jewelry Consumers, JCOC Panel
Date
May 2014
*With the support from The Tiffany & Co Foundation
Sustainability
and Luxury Values
Part 2 of the Sustainable Pearls Consumer Research Study Results*
Authors
Sustainablepearls.org (Julie Nash) and MVI Research
Research Question
Do sustainability messages enhance or diminish the luxury values of salt water cultured pearls?
*With the support from The Tiffany & Co Foundation