Impact of Sustainability‐Themed Weddings on Consumer Shopping Behavior: Examining the Role of Social Influence, Purchase Intentions, and Long‐Term Adoption of Eco‐Friendly Fashion

ABSTRACT This study examines the impact of sustainability‐themed weddings on consumer shopping behavior using a mixed‐method approach. The quantitative phase involved development and administering of a structured questionnaire based on literature review. The survey data from 302 valid responses were analyzed using structural equation modeling (SEM) to test relationships among five constructs: exposure to sustainable weddings, social influence and media exposure, purchase intention for sustainable fashion, willingness to pay a premium, and long‐term eco‐friendly shopping behavior. Results show that sustainable weddings positively influence consumer intentions and long‐term behavior, with social media and peer influence playing a significant mediating role. The qualitative phase involved interviews with 20 participants, uncovering and validating the themes identified in quantitative research. This study contributes to literature by demonstrating how social events based sustainable experiences can lead to lasting behavioral change. Practical implications are offered for marketers, event planners, and policymakers to encourage sustainable consumption through socially influential events.