Collaborative Consumption Models in Bridal Fashion: An Investigation of Factors Influencing the Decision-making Process of Female Consumers

Bridal fashion is resource-intensive and largely characterized by single-use garments, resulting in significant environmental impact. Collaborative consumption models, such as second-hand purchasing and dress rentals offer a more sustainable alternative by extending product lifecycles and reducing waste. This study investigates the factors influencing Austrian consumers’ adoption of collaborative consumption models in bridal fashion. Drawing on semi-structured interviews with women married between 2022 and 2024 or at the time planning a wedding, the research identifies key motivations and barriers for buying a second-hand or rental gown. Findings reveal that monetary incentives, practicality, and access to unique designs or discontinued designs are primary drivers of adoption, while sustainability is perceived as a secondary benefit. Barriers include limited awareness or availability, perceived lack of uniqueness, social influences and concerns about quality, fit or the ambiance of second-hand settings. Emotional and cultural factors such as superstition or attachment to the symbolism of the wedding dress also play a role. This study extends collaborative fashion consumption research into a high-symbolism, niche product category. It offers both theoretical contributions and practical insights for improving communication, service design, and consumer engagement in the bridal sector.