Corporate social responsibility in the luxury industry: navigating the CSR communication paradox: the gold case study
Carregando...
Arquivos
Data
2025-04-14
Autores
Orientador(res)
Rosenthal, Benjamin
Métricas
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Purpose - The purpose of this research is to explore the paradox between how luxury brands communicate their corporate social responsibility (CSR) initiatives, especially in the context of the jewelry industry, and how the discourse of different groups (the general public, activists, and industry) represents (or does not) the paradox. Theoretical framework - The research uses Boltanski and Thévenot’s logic of justification framework to understand the contradictions and justifications behind CSR communication among three different groups: the industry, the activists, and the general public opinion. Design/methodology/data - This study employs a case study approach focusing on gold and the labor conditions of garimpeiros. Furthermore, it is a qualitative study that utilizes discourse analysis to interpret the narratives of three distinct groups. There will be a stratified sampling method to select the data representing three groups: (1) the industry, (2) the activists and (3) the general public opinion. The data used to define the argument are mainly primary data. Indeed, representing the industry, this research used only sustainable or CSR reports available from some important groups or luxury brands. Blogs and articles represent the activists; Greenpeace, the World-Wide Fund and Earthworks will be the primary sources for activists' discourse. The arguments of the general public are represented by a social media platform: TikTok. This specific platform has been chosen due to its significant role as a user-generated content platform and the form of its algorithm. Finally, each group’s argument will be analyzed and divided into the different worlds of justification. Findings - It is interesting that the paradox remains in the argumentations but not in the different worlds; indeed, distinctive groups might use the same world with different arguments. In most cases, the argument will include various worlds. Moreover, it can be argued that the paradox is related to the industry itself and that social groups, through social media, strongly impact the brand’s reputation. Finally, despite a paradox, it can be seen that the industry includes and considers the arguments of other groups to shape its own. Originality - This research fills the gap in the literature regarding the CSR discourse of brands, considering the case of gold. Even if CSR in luxury has been studied, gold has not been the primary case studied by scholars. Moreover, the findings of this case can be transposed to any industry that might suffer a similar paradox. Paper type - Research paper.
Descrição
Palavras-chave
CSR Luxury CSR communication Gold supply chain Garimpeiros Worlds of justification (civic, green, fame, market, industry, domestic and inspired) Social media Brand image Brand reputation RSC Comunicação de RSC no setor de luxo Cadeia de suprimento do ouro Mundos de justificação (cívico, verde, fama, mercado, industrial, doméstico
e inspirado) Redes sociais Imagem da marca Reputação da marca