The recent rise of artificial or imitation jewellery in Generation Z indicates a substantial shift in the way young people consume fashion, in line with shifts in lifestyle and economics and aesthetic preferences. This study aims to understand the attitude of Gen Z customers toward artificial jewellery. It examines factors including pricing, design, fashion trends, and social media impact to determine what motivates individuals to make a purchase. Primary data were collected through a structured questionnaire from Gen Z respondents, and the data were analysed using simple statistical tools. The study concludes that Gen Z strongly prefers artificial jewellery because of its affordability, trendy designs, and suitability for daily use. Social media and peer influence play a major role in purchase decisions, while durability and perceived quality moderately affect satisfaction. These insights help jewellery marketers and manufacturers design cost-effective, trend-driven products and digital-focused marketing strategies for the Gen Z segment.
Shelar et al. (Fri,) studied this question.