Integrating Consumer Values in the CSR Communication of Jewellery Companies: The Case Study of PANDORA

Veronika Marekova & Stanislav Noikov

Student thesis: Master thesis


The purpose of the research is to explore the values which come into play when young consumers buy jewellery produced in a sustainable way. Studying these values and the overall understanding of young buyers about the topic of sustainability is necessary for companies in order to conceptualize and implement the right strategies when it comes to communicating corporate social responsibility (CSR) efforts to their target audiences. A single-case study of the jewellery brand PANDORA has been used in order to gain insights about jewellery companies’ CSR communication towards their stakeholders. In order to make proposals how CSR communication can be improved, young consumers’ values, drivers and understanding of sustainability in the context of jewellery has been researched.
Findings of this paper show that PANDORA is relatively reluctant to disclose CSR information and communicate CSR towards some stakeholder groups. Young consumers for instance, are not addressed directly by the company. Additionally, the research shows that most of these young buyers have a broad knowledge regarding the topic of sustainability. However, values towards sustainability in the jewellery consumption are playing a role only among the minority of them. Here, the findings show that the main values those people possess, when it comes to jewellery consumption, are ’power’, ‘hedonism’ and ‘self-direction’.
We propose that in order to increase young consumers’ interest in sustainable jewellery consumption, it is necessary to educate about the importance of sustainability in the jewellery industry. Here, building trust is one of the most important aspects for companies, in order to reach young consumers and reduce their scepticism. Furthermore, we believe that considering young buyers’ values when it comes to jewellery consumption and combining these values with aspects of sustainability, is the right way for companies to build an effective CSR communication. Additionally, we propose that following the conceptual model of Vermeir and Verbeke’ (2006), might help jewellery brands, such as PANDORA, to reduce the young buyers’ attitude-behaviour gap.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2018
Number of pages203
SupervisorsKarin Tollin