Post by Harshita Gupta

Excited to share that my research paper, “Shifting Gen-Z Behaviour in the Jewellery Industry: A Case Study of Lab-Grown Diamond Adoption in the Indian Market”, has been officially published 📄✨ This research explores how Gen Z consumers are transforming the jewellery industry through changing preferences toward lab-grown diamonds, influenced by sustainability, ethical sourcing, affordability, and evolving perceptions of luxury. The study highlights how younger consumers are increasingly making conscious and value-driven purchasing decisions. Working on this paper was an enriching experience that strengthened my understanding of: 💎 Consumer behaviour and market trends 💎 Sustainability-driven purchasing decisions 💎 Branding and innovation in the luxury sector 💎 Research and analytical methodologies I would also like to express my sincere gratitude to my teacher Anand Jaiswal for their constant guidance, support, and encouragement throughout this journey. Their mentorship played a significant role in helping me successfully complete and publish this research. Grateful for this opportunity and looking forward to exploring more research in sustainability, branding, and consumer behaviour 🌱 🔗 Research Paper DOI: https://lnkd.in/dtAidKSD #ResearchPaper #Publication #LabGrownDiamonds #GenZ #ConsumerBehavior #Sustainability #LuxuryIndustry #MarketResearch #StudentResearch #Innovation #BBA