The Acculturation Process of New Products through Known Products. Interpreting Ethical Certification of Diamonds through the Lens of Organic Food Produced in Italy

Abstract

This study aims to highlight the use of the peculiar interconnection between two different production sectors, specifically the diamond and the food sectors, in order to show the cultural interpretations given to the certification of diamonds presented by consumers. These latter, while buying Canadian diamonds, have little knowledge of the real working conditions of miners in mines in Linda Armano is an anthropologist and, currently, a Marie Curie Fellow þ 1 at the Department of Management, at Ca' Foscari University of Venice. Her current investigations are focused on ethical and sustainable issues in precious metals and diamond mining in Canada. Her research interests are mainly in the area of consumer behavior and branding, specifically on luxury brands, consumer behavior,