Can CSR influence Chinese consumers’ intention to purchase jewelry ethically? The moderating effect of eWOM based on the SOR model

Corporate social responsibility (CSR) is widely employed in many sectors, but research on its implementation in the jewelry sector is lacking. To support the industry’s long-term growth, the influence of jewelry companies’ CSR statements must be further explored and the factors contributing to consumers’ intention to purchase jewelry ethically identified. This study empirically tested data from a valid sample of 223 individuals. The results indicate that perceptions of jewelry-related CSR among Chinese consumers positively influenced their environmental protection consumption psychology (EPCP), their views on green pricing, and their intention to purchase jewelry ethically. The latter was positively influenced by EPCP. The positive influence of purchase intention and EPCP played a partially mediating role between the perception of jewelry-related CSR and that of green pricing and purchase intention. Electronic word-of-mouth positively moderated the perception of CSR and the relationship between this perception and EPCP, while EPCP played a partially mediating role between the perception of CSR and green pricing and purchase intention. This study offers theoretical and managerial implications for developing ethical jewelry in China to benefit customers, businesses, and the industry as a whole.