خرید و مصرف جزء انکارناپذیری از کنشهای اجتماعی خانواده است و نقشی تعیین‌کننده در تخصیص منابع برای تولید انواع کالاها، شیوه توزیع آنها و هم‌چنین توسعه اقتصادی، سیاسی و اجتماعی دارد. چنانچه از دید رفتار مصرف‌کننده به این پدیده نگریسته شود، الگوی مصرف و خرید مردم به عنوان یک پدیده فرهنگی تلقی می‌شود که ذیل مقوله سبک زندگی قابل تبیین و بررسی است. هدف این مقاله بررسی مفاهیم و رویکردها در حوزه رفتار خرید و نیز تبیین نظریه‌های حوزه سبک زندگی است که به رفتار خرید اشاره دارد. با استفاده از روش تحلیل محتوای جهتدار، پس از بررسی و مقایسه جامع الگوهای مختلف رفتار خرید مصرف‌کننده مبتنی بر سبک زندگی، منطق حاکم بر آنها استخراج شده و مورد بحث قرار گرفته و در نهایت عوامل درونی و محیطی مؤثر بر رفتار خرید با توجه به نقش کلیدی سبک زندگی تبیین و ارائه شده است.
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