Theorising intention to buy second-hand wedding dresses: a ZMET study

This study contributes to the limited literature on second-hand purchasing in the bridalwear context by examining the emotionally charged, high-involvement nature of wedding dress shopping. Despite environmental benefits and lower costs, many brides remain hesitant to choose second-hand options. Using the Zaltman Metaphor Elicitation Technique (ZMET) with 18 UK brides, we identify how sustainability orientation, second-hand market knowledge, bridal identity, and shopping experience shape purchase intentions. While sustainability plays a role, the symbolic and emotional significance of the dress, alongside expectations around convenience, service, presentation, and sensory experience, emerge as central influences. Our findings highlight the importance of emotional and experiential alignment in sustainable consumption and suggest that second-hand bridalwear retailers should offer boutique-style experiences to meet expectations and enhance the appeal of second-hand options.