Corporate social responsibility strategies, standards and consumer awareness in the jewelry industry: what does it mean to be socially responsible in the jewelry industry? A specific look into precious metal mining and the portrayal of jewelry manufacturing processes through public relations and marketing

The purpose of this master’s thesis is to explore perceptions and ideas surrounding jewelry manufacturing, the possible presence of greenwashing in jewelry advertising, as well as the availability of “green” products in the jewelry industry and the consumer awareness of these alternatives. ❧ The author will analyze data collected through primary research methods such as interviews with sustainable jewelers and content analysis of jewelry advertisements, as well as secondary research in order to identify and define terminology utilized in the marketing of “green” jewelry. These definitions will illuminate the variations and levels of social and environmental responsibility in jewelry manufacturing. ❧ Additionally, this thesis assesses the availability of socially and environmentally responsible jewelry choices for consumers and also identifies the communication tactics employed to promote these alternatives. In addition, the author will attempt to identify successful eco-conscious jewelry messaging strategies currently being used in the industry to determine the best methods of reaching consumers interested in green choices and educating the public on the importance of sustainable jewelry manufacturing. ❧ Lastly, the author analyzes Tiffany & Co.’s Corporate Social Responsibility (CSR) models currently employed by one of the leaders in the jewelry industry and profiles various groups engaged in promoting more eco-conscious practices in the jewelry manufacturing process and field. Following this analysis, the author examines the main issues in the mining and manufacturing industries today, key challenges eco-conscious jewelry designers face in the sourcing and production processes, and finally offers suggestions for communicating and enacting effective sustainability models and techniques going forward.

本硕士论文的研究目的在于探究珠宝制造业的相关认知与理念、珠宝广告中可能存在的漂绿（greenwashing）行为，以及珠宝行业“绿色”产品的可获得性与消费者对这类替代产品的认知程度。
作者将通过访谈可持续珠宝从业者、对珠宝广告进行内容分析等一手研究方法，结合二手研究，对“绿色”珠宝营销中使用的术语进行识别与界定。这些术语定义将阐明珠宝制造业在社会与环境责任方面的差异与层级。
此外，本论文评估了面向消费者的符合社会与环境责任的珠宝选择的可获得性，并识别了推广这类替代产品所采用的传播策略。同时，作者将尝试梳理当前行业内已有的环保意识珠宝宣传的成功案例，以确定触达关注绿色选择的消费者的最优方法，并向公众普及可持续珠宝制造业的重要性。
最后，作者分析了珠宝行业领军企业之一的蒂芙尼（Tiffany & Co.）当前采用的企业社会责任（Corporate Social Responsibility，CSR）模式，并介绍了在珠宝制造流程与领域内推广更具环保意识实践的各类群体。在此分析基础上，作者探讨了当前矿业与制造业面临的主要问题、环保意识珠宝设计师在原材料采购与生产流程中遇到的核心挑战，并最终为未来构建与实施有效的可持续发展模式与方法提供建议。