Millennial consumers' behavior on purchasing amulet jewelry

The objective of this research is to study millennial consumers’ behavior on purchasing amulet jewelry. Qualitative method was used to collect data from 15 Thai Generation Y females, aged between 25 and 34 years old, living in Bangkok, Thailand, and purchased amulet jewelry at least once within the year 2022. The findings indicate that millennial consumers spend over eight hours per day on social media. They prefer online marketing communication content that is short, precise, and easy to understand. In term of beliefs, consumers believe that wearing amulet jewelry can make them confident, enhance their prosperity and fortune, help businesses and careers progress and be successful, remove evil spirits and preventing danger, promoting a happy and fulfilling love life, and provide wearers with the power of thinking, wisdom, and ingenuity. By having beliefs toward the desired outcome of the amulet jewelry, respondents develop a strong positive attitude toward the amulet jewelry. The main motives influencing consumers’ purchase behavior of amulet jewelry are user experience, product design, and the desire to achieve success.