A sociological Explanation of Factors Affecting on Changes in Life Style and Consumption Culture with Emphasis on Development in Rural Areas (Case of Study: Villages in Khalkhal)

The theoretical framework and theoretical model were prepared using theories of scholars such as Veblen, Bourdieu, Solomon, and Giddens. The study method is of survey type, and data is collected through a researcher-made questionnaire. The statistical population of the research consists of all villagers above 18 years old in city of Khalkhal and the number is 29236, according to the Registry Office. Using Cochran formula, 380 individuals were selected employing multi-stage cluster sampling as statistical sample. Descriptive and inferential statistics, The Amos and Spss software’s were used to analyze data. Research results showed that there is a meaningful relationship between expansion variables and tourism development, the use of communication technologies, interaction of villagers with townsmen, Industry deployment (technology entry) in rural areas and the level of economic and social status of individuals, with changes in the lifestyle and culture of consumer households in rural area.