Abstract

A unique wedding package system has been developed in South Korea because a majority of brides are choosing to wear both Western-style wedding dresses and Korean traditional wedding dresses on their wedding days. In seeking to understand sustainability with regard to the Korean wedding package system, the phenomenon was explored based on the Consumer Decision Process Model and Fletcher’s notion of sustainability. The research sample includes eight women who have been brides in a wedding ceremony in Korea in the past five years. Korean brides were able to save environmental, economic, and personal resources through purchasing the wedding package in the consumer decision process. Regarding sustainable practices, all interviewees did not consider themselves as sustainable because of this practice. They rented wedding dresses through a wedding package because most of their friends and families did the same. To encourage a sustainable practice, this research suggests it is important to set a sustainable social norm that people agreed upon. This research could result in ideas regarding sustainable rental marketing strategies to marketers and researchers who want to achieve sustainability through rental services.