An ANOVA Analysis of Generational Differences in Jewellery Brand Preferences, Ethical Sourcing Orientation and Social Media Reliance

Abstract

Abstract: The jewellery industry is rapidly evolving in India as well as all over the world. For years jewellery was viewed as a significant financial investment as well as markers of tradition.  However, with time the conception of jewellery has evolved; younger generations like Gen Z and Gen Alpha are engaging with jewellery differently than the earlier generations. The younger generations are viewing jewellery as tokens of self-expression and individuality. This paper examines the extent to which generational differences influence jewellery buying behaviour across key dimensions, including financial investment value, ethical sourcing, digital engagement and brand preference. The results show that rather than being uniform, generational differences are selective. The perception of jewellery as a financial investment differed statistically significantly, with younger cohorts like Generation Alpha showing a lower financial investment orientation. On the other hand, ethical sourcing did not significantly differ between generations, suggesting that sustainability has gained widespread acceptance across generations. Significant variations were also discovered in brand preference and digital engagement, with younger consumers showing a greater openness to non-traditional brands and a greater dependence on social media. These findings underscore the necessity for jewellery companies to implement unique approaches that correspond with the changing demands of various generations.