Urban consumption in modern Iran (Case study: City of Zanjan)

Abstract Numerous studies have been conducted on consumption within urban spaces. However, how people from different socio-economic classes consume spaces has not sufficiently studied specially in Iran. To fill these gaps, the distinguishing feature of this paper is providing answer to everyday life and focusing understanding style considering dominant category purchasing, taking heed various lieu merely sex issues modern life. end, abductive research strategy was employed. Using data encoding method Grounded Theory, results were analyzed which indicated four patterns for 24 Zanjan. These based six styles consumption. The study symbolic most prominent that many Zanjan, are segregated certain mostly present presence other insignificant. While social mixing seen some spaces, it found space associate meanings with convey their desired identities.