Ratakam P.Petison P.Mahidol University2023-06-182023-06-182023-01-01Journal of Global Fashion Marketing Vol.14 No.1 (2023) , 35-4720932685https://repository.li.mahidol.ac.th/handle/20.500.14594/83956For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values–happiness and self-confidence–of the millennial mindset.Business, Management and AccountingArticleSCOPUS10.1080/20932685.2022.20856062-s2.0-8513483353823254483