From Triguna to Gold: A Cultural–Personality Analysis of Investment Behaviour in India

This paper has proposed a culturally informed framework for understanding gold investment behaviour in India by integrating the Big Five personality model with the Triguna theory from ancient Indian philosophy. It has argued that preferences for gold are shaped by a combination of dispositional traits—such as conscientiousness, neuroticism, agreeableness, and low openness—and the powerful socio-cultural meanings attached to gold as a symbol of security, prosperity, and tradition. By mapping Sattva, Rajas, and Tamas onto contemporary personality dimensions and linking these to patterns of financial behaviour, the paper has shown how indigenous psychological concepts can offer valuable insights into modern economic decisions. In doing so, it contributes to the broader project of developing culturally grounded models of behavioural finance and demonstrates that ancient Indian thought remains relevant for understanding contemporary investment behaviour. While empirical validation is still needed, the proposed framework provides a structured basis for future research and opens a dialogue between Western personality psychology and Indian philosophical traditions. In an increasingly globalized yet culturally diverse financial landscape, such integrative approaches are essential for capturing the full complexity of how individuals think, feel, and act in relation to money and investment.  

This paper has proposed a culturally informed framework for understanding gold investment behaviour in India by integrating the Big Five personality model with the Triguna theory from ancient Indian philosophy. It has argued that preferences for gold are shaped by a combination of dispositional traits—such as conscientiousness, neuroticism, agreeableness, and low openness—and the powerful socio-cultural meanings attached to gold as a symbol of security, prosperity, and tradition. By mapping Sattva, Rajas, and Tamas onto contemporary personality dimensions and linking these to patterns of financial behaviour, the paper has shown how indigenous psychological concepts can offer valuable insights into modern economic decisions. In doing so, it contributes to the broader project of developing culturally grounded models of behavioural finance and demonstrates that ancient Indian thought remains relevant for understanding contemporary investment behaviour. While empirical validation is still needed, the proposed framework provides a structured basis for future research and opens a dialogue between Western personality psychology and Indian philosophical traditions. In an increasingly globalized yet culturally diverse financial landscape, such integrative approaches are essential for capturing the full complexity of how individuals think, feel, and act in relation to money and investment.