Consumer Survey
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.