Abstract

The jewellery business in kerala has large customers. Kerala’s culture is connected with gold jewellery. Keralite treat gold jewellery as their cultural or social status. They purchase jewellery in large quantity at wedding. Therefore, financial burden for wedding is high. The rental jewellery business started to reduce such burden. The customers can use wide variety of premium jewellery collection with less cost without owning the same. The growth of rental platforms, consumer adoption remains below potential, with limited understanding of the psychological factors driving or hindering adoption. This study examines the relationship among perceived value, affective attitude, cognitive attitude risk aversion and buying intention towards the rental jewellery services. It also analyze the role of consumer attitude in translating value and risk perceptions into buying intentions. A survey was conducted with 174 female customers. The questionnaire measured perceived value, risk aversion, affective attitude, cognitive attitude and buying intention using likert scale. The analysis of the data was conducted using jamovi software, where cronbach’s alpha was applied to assess reliability, pearson correlation was used to examine relationships between variables, and both simple and multiple linear regression were employed for hypothesis testing. All constructs demonstrated acceptable reliability. Correlation analysis observed variables have a significant relationship. Regression analysis, the adjusted R² (0.412) reveals that 41.2% of variations in attitude of customers of rental jewellery services is explained by the independent variables perceived value and risk aversion. The adjusted R² (0.666) disclose that 66.6% of variations in buying Intention of customers of rental jewellery services is explained by attitude, perceived value and risk intention. In full model, consumer buying intention is significantly shaped by the attitude of the customer. Attitude partially mediate the perceived value and risk aversion on buying intention. Rental jewellery business should focus on attitude building marketing, address the risk perceptions through transparent, hygiene and return policies and standards and clearly communicate to the prospective customers.