The study of the confirmation of consumer behavior theories and future studies assumptions withFocusing on sustainable food consumption

To study futures of food we are encountered with choosing and exercising a suitable theory which is in concert with foundations and pre-assumption of futures studies, as a problem. Therefore, this paper with an investigation in theories clarifying consumer behavior and based on the framework of foundation and pre-assumption of futures studies respond to the question that; what theory is more harmonious with futures studies, and has the potential of future thinking and what features “a future-oriented consumer behavior theory” or model must have. Endeavoring to answer this question, by means of analytical and comparison method, the inwardness of existing theories was considered. The result showed that integrative theories of consumer behavior due to regarding external and structural factors, holistic view, creating alternative images, collective understanding in making decisions, non-individual interests and time, are more compatible with futures field. And among this group of theories “practice theory’ which has never used in any Iranian research has a high potential for using as a conceptual framework in research in connection with food and other resources which are used in routine and daily consumption.