SCIENCE & SOCIETY INSIGHTS

Abstract

This study investigates the evolving attitudes of young adults in Punjab, Pakistan, toward dowry and traditional marriage practices, examining the influence of socio-economic, educational, cultural, and media-related factors. A quantitative cross-sectional survey was conducted with 400 respondents (200 males, 200 females) aged 18–30, drawn from urban (Lahore and Faisalabad) and rural (Bahawalpur and Sargodha) districts. Results indicate a marked shift toward progressive perspectives, with high agreement on statements such as “Marriage should focus on compatibility rather than material exchange” (M = 4.55, SD = 0.61) and “Dowry creates unnecessary financial burden on the bride’s family” (M = 4.40, SD = 0.79). Gender-based analysis revealed females exhibited stronger opposition to dowry than males (e.g., “Dowry should be completely abolished” (Mean) female = 4.35 vs. (Mean) male = 4.05, t = -3.25, p = 0.001). Multiple linear regression identified cultural pressure (β = 0.330, p < 0.001), education level (β = -0.243, p < 0.001), social media exposure (β = -0.212, p < 0.001), and household income (β = -0.152, p = 0.002) as significant predictors of attitudes toward dowry. Pearson correlations confirmed strong positive relationships between media exposure, globalization, urbanization, and progressive marriage views (r = 0.596–0.654, p < 0.01). The findings highlight the essential influence of education, media, and urbanization in questioning entrenched practices and fostering fair marriage systems among young adults in Punjab.