Identify causes and consequences of women's fashion Orientationusing grounded theory

One of the phenomena that has become widespread today and has created a high mental conflict for women and youth is modernism. Therefore, the purpose of this study is to identify the causes and consequences of women's tendency to fashion using data theory. The research is qualitative in terms of method of implementation, objective, fundamental and the method used is fundamental data theory. The study population consisted of 30622 female students aged 18-30 years living in Khorramabad. Using theoretical sampling method, in this study, the responses received after interviewing 24 samples were saturated. In the data theory of the foundation, the systematic approach known as the Strauss and Corbin approach has been used in open, axial, and selective coding. To determine the validity and reliability of this study, agreement was reached between the two coders (student and supervisor) and also the results of this study were generalized to people with similar conditions, ie, other young female students. The results showed that competitive behaviors, social factors, affirmation and appreciation of others, group affiliation and influences, enjoyment modality, psychological traits, mental conflict with fashion, deficiencies, situational factors, power display, culture and lifestyle , Idealism, branding, and marketing and social networking factors are influential on modernism, which are categorized into five categories: core, causal, contextual, interventionist, and strategic, as well as the consequences of categorization and ultimately modeling. The causes and consequences of women's tendency to fashion were presented using the data theory of the foundation.