| Abstract | This study examines the multifaceted motivations behind consumer gold usage, moving
beyond its traditional role as a simple commodity. It explores gold’s significance as a financial
investment, a cultural and social symbol, and a form of personal adornment. By analyzing the
interplay of economic factors (price volatility, inflation hedging), cultural traditions (weddings,
inheritance), and psychological drivers (status, security), this research provides a comprehensive
overview of the diverse consumer behaviors shaping the gold market. The analysis highlights
how gold’s value proposition shifts across different demographics and geographical regions,
ultimately revealing a complex consumer landscape where rational economic decisions and
deeply ingrained cultural beliefs coexist.
Keywords: Consumer behavior, gold, investment, jewelry, culture.
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