Özet:

Over the last years, there has been an increasing body of research on consumption rituals. From among different rituals, wedding ceremony is considered as one of the most consumerist ones that has been scarcely addressed by researchers despite its importance and prevalence. The present study set to examine and interpret consumption in Iranian wedding ceremonies. The study aims to address the question: ‘how do the participants and organizers of wedding ceremonies perceive and interpret consumption and consumption behaviors?’ The research was conducted using the qualitative method due to the complexity and depth of the subject. In this regard, the subject of interest was examined in the light of interpretive paradigm. The data was collected through in-depth interviews with the brides and grooms. The interviews were transcribed and analyzed using thematic analysis. Eventually, five themes and key concepts were obtained including ritualism, memory, distinction, display and taste. In other words, consumption and consumerist behaviors in wedding ceremony are closely tied to these concepts and experiences. Accordingly, such interpretations lead to consumption choices, practices and preferences.

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