| Summary: | This study investigates the impact of cultural fusion in contemporary jewellery design on consumer perceptions and purchase intentions. By exploring the prevalence and characteristics of cultural fusion in jewellery design, it aims to understand its influence on how consumers perceive aesthetics, quality, and authenticity. Additionally, the study identifies the mechanisms driving consumer responses to culturally fused jewellery designs. A qualitative approach was used, involving semi-structured interviews with 21 experienced Chinese jewellery designers to explore their perspectives on cultural fusion in design. Thematic analysis revealed key themes and patterns in the data. The findings suggest that cultural fusion significantly shapes contemporary jewellery aesthetics, as designers draw inspiration from diverse cultural traditions to create unique and innovative pieces. Consumers responded positively to these designs, viewing them as more aesthetically pleasing, culturally authentic, and desirable compared to traditional jewellery. Several factors, including symbolism, storytelling, and craftsmanship, were found to drive consumer preferences for culturally fused jewellery. This research contributes to the theoretical understanding of cultural fusion in design and its influence on consumer behavior. By examining the relationships between cultural fusion, design aesthetics, and consumer perceptions, the study advances our understanding of the drivers and outcomes of cultural diversity in the jewellery industry. The findings offer practical insights for designers, marketers, and policymakers, emphasizing the importance of cultural fusion in creating jewellery collections that resonate culturally and succeed commercially. © 2024 The Author(s).
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