Exploring Factors Affecting Buying Behaviour of Consumers Towards Purchasing Artificial Jewellery: A PLS-SEM Approach

Abstract

Background: In urban areas like Delhi, the artificial jewellery markets growing due to changing economic factors and consumer preferences. Therefore, it is required to recognize the factors influencing consumer buying behaviour towards artificial jewellery.

Objective: The main aim of this study is to utilize the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to explore the impact of psychological, social, cultural, personal, and economic factors on consumer buying behaviour towards artificial jewellery in Delhi City.

Methods: A cross-sectional survey was conducted, collecting data from 407 respondents in Delhi between January and July 2024. A structured questionnaire was used, consisting of items measured on a 5-point Likert scale. PLS-SEM is employed to investigate the relationship between theindependent and dependent variables of the study.

Results: The results of the studydirect significant relationships between all studied factors and buying behaviour of consumer. Psychological factors had a path coefficient (β) of 0.568, social factors 0.809, cultural factors 0.639, personal factors 0.692, and economic factors 0.763, all with p-values less than 0.001. These findings underscorethe complex influence of studied factors on consumer choices in the artificial jewellery market.

Conclusion: This study authorizes that psychological, social, cultural, personal, and economic factors significantly influence consumer buying behaviour toward artificial jewellery. These considerations can help jewellery vendors in developing more effective policies to fulfil the needs of different consumers in Delhi.