Title: DO CONSUMERS PREFER SUSTAINABLE DIAMONDS OVER NONSUSTAINABLE DIAMONDS, AND ARE THEY WILLING TO PAY MORE
FOR THE SAME?
Authors: Suhani Jain
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Suhani Jain
Step By Step School
MLA 8 Jain, Suhani. "DO CONSUMERS PREFER SUSTAINABLE DIAMONDS OVER NONSUSTAINABLE DIAMONDS, AND ARE THEY WILLING TO PAY MORE FOR THE SAME?" Int. j. of Social Science and Economic Research, vol. 8, no. 12, Dec. 2023, pp. 3868-3877, doi.org/10.46609/IJSSER.2023.v08i12.011. Accessed Dec. 2023.
APA 6 Jain, S. (2023, December). DO CONSUMERS PREFER SUSTAINABLE DIAMONDS OVER NONSUSTAINABLE DIAMONDS, AND ARE THEY WILLING TO PAY MORE FOR THE SAME? Int. j. of Social Science and Economic Research, 8(12), 3868-3877. Retrieved from https://doi.org/10.46609/IJSSER.2023.v08i12.011
Chicago Jain, Suhani. "DO CONSUMERS PREFER SUSTAINABLE DIAMONDS OVER NONSUSTAINABLE DIAMONDS, AND ARE THEY WILLING TO PAY MORE FOR THE SAME?" Int. j. of Social Science and Economic Research 8, no. 12 (December 2023), 3868-3877. Accessed December, 2023. https://doi.org/10.46609/IJSSER.2023.v08i12.011.
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ABSTRACT: The study looks at the demand and supply factors of consumers purchasing diamonds, and
whether sustainability factors into it or not. Through consumer and retailer surveys, both sides of
the market are assessed, with 128 consumer responses and 11 retailer responses. Various other
literature was looked at, which reveals using dual market side approach has not been used before,
which adds value to this research paper and is a methodological contribution. The results reveal
that sustainability to be a rapidly growing trend amongst millennials in India, however, the trend
is still latent. The research shows promising results of awareness increasing amongst Gen Z and
reaching millennials as well, of being more environmentally conscious, and basing one's
decisions on that. The results can be extended to the entire Indian market, taking into account the
geographical limitations of the consumer profiles of the respondents of the surveys.
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