Role of Love and Affection in Mate Selection among Educated Women in Khyber Pakhtunkhwa

  • Saima Sarir Lecturer, Department of Rural Sociology, University of Agriculture, Peshawar, Pakistan
  • Muhammad Jawad Department of Rural Sociology, University of Agriculture, Peshawar, Pakistan
  • Malik Muhammad Shafi Assistant professor, Institute of Development Studies, The University of Agriculture, Peshawar, Pakistan
  • Najib Khan Lecturer, Department of Social Work, Shaheed Benazir Bhutto University Sheringal Dir Upper, Khyber Pakhtunkhwa, Pakistan
Keywords: Love and affection, Mate Selection, Education, Marriage, Pakistan


Purpose: The concern study “role of love and affection in mate selection” among educated females was conducted in Khyber Pakhtunkhwa.

Methodology: A sample size of 278 randomly selected educated females working in three public sector universities of Khyber Pakhtukhwa were selected by a pre-tested questionnaire.

Findings: Results report love and affection as main consideration of females in mate selection. The major role in this respect was played by the female education, their exposure to mass media and less effective role of religion. Females found believing that a marriage cannot exist without love and affection between husband and wife. It resulted a rise in trend towards love marriages despite of their low success rate mainly due to over expectations and perceiving it a western idea. Females also believing that there is more equity and independence in love marriages.

Implications: The concept of humility should be inculcated among young girls during socialization so as they can chose a match that encourages Islamic and cultural teachings about simplicity and humbleness instead of being attracted towards worldly goods and unrealistic needs that are supported by western images.


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How to Cite
Sarir, S., Muhammad Jawad, Shafi, M. M., & Khan, N. (2021). Role of Love and Affection in Mate Selection among Educated Women in Khyber Pakhtunkhwa. Journal of Business and Social Review in Emerging Economies, 7(4), 863-872. Retrieved from