The dynamics of bridal intimate apparel consumption: a qualitative study of women’s decision-making

Purpose This paper aims to explore how engaged and recently married women cognitively appraise and make sense of purchasing bridal lingerie within the broader context of wedding preparations. By focusing on the emotional and appraisal processes that underlie decision-making in this intimate consumer domain, the study seeks to reveal the drivers, barriers and contextual influences that shape bridal lingerie choices. Design/methodology/approach The study uses a qualitative interview methodology using an interpretive paradigm. Data were collected using semi-structured face-to-face/online interviews (n = 15) from Indian participants who had recently shopped for bridal lingerie. Drawing on Cognitive-Motivational-Relational Theory of Emotion, this study explores how women cognitively appraise and emotionally experience bridal lingerie purchasing in a culturally sensitive context. Findings The findings reveal that bridal lingerie purchasing is shaped by simultaneous cognitive appraisals, as women negotiate personal aspirations alongside sociocultural expectations. While the purchase evoked anticipation and confidence; cultural taboos, family conservatism and retail barriers also generated embarrassment. These concurrent appraisals produced emotional ambivalence by demonstrating how multiple appraisals shape emotions in a culturally sensitive consumption context. Practical implications Insights from this study can help lingerie brands to gradually break societal taboos surrounding this category, delivering a superior retail experience and adopt inclusive retail practices to empower women to make confident and informed choices. Originality/value This research addresses a gap in consumer behaviour literature by offering the first in-depth qualitative account of bridal lingerie purchasing and by theorising the interplay of emotional, psychological and relational factors and appraisals in intimate apparel consumption.