A Qualitative Study on New Brides’ Attire Choices in Henna Night Events in the Context of Conspicuous Consumption

Abstract

Henna night organizations are among the social events where conspicuous consumption behaviors are intensely observed. This research aims to examine the effects of conspicuous consumption on the clothing preferences of new brides in henna night organizations. The study seeks to understand the influence of social values, cultural norms, and individual prestige on the clothing preferences of new brides in such events. A qualitative research method was employed. Semi-structured interview questions were used to conduct interviews. The study group was selected through purposive sampling and consisted of 19 new brides who married within the last four years. The obtained data were subjected to content analysis and thematically coded. Through the MAXQDA software, the data were categorized into themes and codes for evaluation. The data were interpreted descriptively using an inductive interpretive approach, while direct participant statements were included. It was found that conspicuous consumption motivations had a direct impact on the clothing preferences of new brides. Internal motivations were determined to be more influential in the conspicuous consumption behaviors of new brides. When brides were caught between individual aesthetics and taste and social pressure, they tended toward conspicuous choices both to ensure their own satisfaction and to meet the expectations of their environment. Multiple outfit changes and extravagant organizations created financial and mental burdens; while conspicuous consumption provided individual satisfaction and prestige for new brides, it also caused fatigue and economic difficulties. Henna night organizations have become a multi-layered consumption stage where individuals simultaneously pursue emotional satisfaction and social visibility. In this context, clothing preferences were revealed to be directly related not only to fashion and aesthetics but also to cultural identity, social status, social prestige, and individual psychology.

Keywords: Conspicuous consumption, henna night, henna outfit, social status, social prestige.