Marketing sustainability within the jewelry industry

This study investigated how brands’ sustainability-related marketing messages impact consumers’ word of mouth and brand loyalty within the jewelry industry, using a Brazilian context. It also mediating roles sustainability awareness consequences, ascribed responsibility sustainability, personal norms, in relationships norm activation model. Implementing an experimental design, data were collected from 300 consumers. The results showed that presence information significantly but indirectly impacts behaviors. Sustainability appealed to underlying sustainability-oriented awareness, responsibility, obligations predict their behavioral responses. is first respond scholarly need brands effectively market initiatives improve reactions. These findings add knowledge literature on sustainable luxury guide communications.