Traditional jewellery consumption is a high-involvement decision influenced by cultural norms, emotional attachment, and perceived long-term value. While prior studies largely emphasise economic and demographic factors, limited research has examined the emotional processes underlying jewellery purchasing. This study explores consumer sentiment associated with traditional jewellery consumption using a qualitative sentiment analysis approach. Primary data were collected from 1,314 respondents through open-ended survey questions capturing emotions at the pre-purchase, purchase, and post-purchase stages, along with future purchase intention. The responses were analysed using thematic sentiment analysis, categorizing emotions into positive, negative, and mixed sentiments with indicative frequency dominance. Findings reveal a clear emotional progression across the purchase journey. Pre-purchase stages are marked by anxiety and price sensitivity, the purchase stage is dominated by excitement and pride, and post-purchase responses reflect satisfaction and emotional security. Despite financial concerns, future purchase intention remains strong due to cultural continuity. The study highlights the importance of emotional value in traditional jewellery consumption and demonstrates the relevance of sentiment analysis in fashion and consumer behaviour research..
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