Drivers and impacts of commodification of wedding:A case study of Lilongwe city, Malawi.

Abstract

This study investigates the drivers and impacts of wedding commodification in Lilongwe City, Malawi. While extensively documented in Western and Asian contexts, this phenomenon remains critically under-researched in Sub-Saharan Africa. Employing a mixed-methods approach, the research gathered data from 250 recently married couples through surveys, supplemented by key informant interviews and focus group discussions. The findings reveal a highly formalized wedding value chain, with couples spending an average of MWK 5.96 million, approximately 80% of their household income on their ceremonies, engaging an average of eight different vendors. The commodification is primarily driven by social pressures, including peer influence (77.78%), family expectations (66.6%), and the pursuit of prestige (62.18%), underpinned by the financial capacity of couples and their families. Despite high reported success rates (95.6%), significant psychosocial impacts were identified, including severe financial strain (65.9%), pre-wedding stress, and the initiation of marital life with debt (38.64%). A critical finding was a widespread emotional disconnection, with a majority of couples reporting a lack of love for their partner, suggesting that the performative and commercial demands of the wedding can overshadow the relational foundation of the marriage. Grounded in Veblen’s theory of conspicuous consumption, this study concludes that wedding commodification in urban Malawi is a potent social strategy for status display, but one that carries profound financial and emotional costs. The research provides valuable insights for couples, policymakers, and community leaders to foster more financially sustainable and personally meaningful wedding practices.