Investor Decisions on Branded Gold Bars and Jewelries in Asia: A Literature Review

Abstract

Investment decisions in the Asian gold market are strongly influenced by a combination of cultural traditions, economic considerations, and perceptions of authenticity. Gold, whether in the form of bars or jewelry, is not only valued as a financial asset but also as a cultural and symbolic commodity deeply embedded in social practices such as weddings and festivals. Thus, the purpose of this study is to investigate and review the factors that influence investor and consumer decisions when purchasing gold in Asia. The research methodology employed in this study involves reviewing academic publications sourced from Google Scholar and ScienceDirect, covering the period between 2016 and 2025. Findings from the selected literature suggest that determinants such as product quality, trust, wealth preservation, pricing transparency, and cultural norms play a significant role in shaping gold investment behavior. The results further indicate that gold continues to be perceived as both a safe-haven asset and a status symbol, making it a unique investment option in the Asian context.