Background: Conscious consumption is one of the models that can be designed to achieve moral consumption in society. The purpose of this study is to identify the behavioral dimensions of conscious consumption as a model appropriate to moral consumption in society.
Method: The present study is based on the tradition of qualitative research and method theory. The research population is university professors and researchers in the field of consumer behavior, from which 22 people were selected by purposive sampling. In-depth interview tools were used to collect information and the interviews continued until theoretical saturation was reached. Open, selective and axial coding methods were used to analyze the data.
Results: The research findings show the behavioral dimensions of conscious consumption including compliance of individual behavior with values ​​and ethical principles, avoidance of dramatic consumption behavior, moderation in consumption, avoidance of harmful consumption, avoidance of repetitive consumption behavior, avoidance of consumption behavior Acquisition is to match shopping behavior with the family's financial capacity, to avoid eye-to-eye purchases, to focus on essential purchases, to consume environmentally friendly products, and to dispose of goods responsibly.
Conclusion: The present study has identified the behavioral dimensions of conscious consumption as an approach consistent with ethical consumption in society. The results of the research can be considered by researchers, companies, governments and public policy organizations to identify, plan and provide solutions related to encouraging consumers to consume consciously.