... to Conscious brides, demonstrates distinct prioritisation patterns among sustainability, affordability, symbolic value and style. This study aims to provide valuable insights for brands and services and offer recommendations for implementing sustainable marketing strategies. Design/methodology/approach...

... indicate that storage may affect the symbolic value of the gift and, ultimately, the development of social ties. Consumers who gift from the closet believe that there are few negatives involved. However, people who do not have gift closets and receive gifts which they suspect are from storage may perceive...