摘要：Abstract The study's research is a reflection of the semantic aspects of consumer behavior in those who turn to clothing mesons. Today, the category of consumption goes beyond the category of meeting needs, and consumer behaviors with their specific patterns and symbols express the desires and thoughts of individuals. The present study studies the consumption behaviors of women in the mezons of Yazd city. The research method is qualitative and using the method of thematic analysis with targeted sampling, 30 women in Yazd city have been performed and the sampling process has continued until the data is saturated. Data analysis was performed using the content analysis technique, which included 55 concepts, 26 sub-themes, and 3 main themes. The results showed that some of the consumer behaviors of women in the mason were constructed from their traditional and cultural values and were explained in the form of the concept of believable consumer behavior. The dimensions of believable consumer behavior include authoritative consumer behavior, persuasive, and self-evident consumption. Their lifestyle influences It seems that one of the most important features in the consumer behavior of the studied society has been the adaptation and adherence to the system of moral and doctrinal beliefs of the people of Yazd..
关键词：Key words: Believable Consuming Behavior;Socialization;women of yazd city;Mason
