Culture

Saudi bride-to-be consumption: Negotiation between traditional and idiosyncratic meanings

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Abstract

In Saudi Arabia, brides are traditionally required to shop for the wedding day, several social events prior to the wedding, and the new life after the wedding. The purpose of this study was to explore how Saudi brides-to-be negotiate cultural influences as they make their purchase decisions. Qualitative data were collected via in-depth interviews with 14 Saudi women who were engaged to be married. Data were analyzed using constant comparison processes. Analysis revealed three themes, including: (a) new purchases portray aspects of bride-to-be’s individuality, (b) others’ influence on brides-to-be’s purchase decisions, and (c) perception of tradition. Saudi brides-to-be had to consider numerous influencers from significant and generalized others while negotiating details of the wedding celebration events. This led them to become uncertain of how to present various aspects of the self: their old self, new self in role of bride, and individuality within consideration of the traditions.

Keywords: weddings, idiosyncratic, consumption, Saudi Arabia

How to Cite:

Tawfiq, W. A., Damhorst, M. L. & Sanders, E. A., (2020) “Saudi bride-to-be consumption: Negotiation between traditional and idiosyncratic meanings”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11902