Prerequisites for the development of smart consumer behavior "

Changing the global approach to smart consumption is a new and serious issue. Intelligent consumption aims to reduce the consumption of resources and energy in order to produce less waste and recycle more consumables, and is the manifestation and symbol of a socially and ethically action that includes personal and public interests. The present study aims to investigate the factors affecting the development of intelligent consumer behavior based on the qualitative-quantitative approach. For this purpose, in the qualitative dimension of the hybrid instrument with seven steps and in the quantitative approach using the Cochran's formula of a sample with a volume (N = 386) and considering the maximum variance, large population and sampling method. Multi-stage clusters were randomly selected. The data collection tool was a structured questionnaire. Experts assessed the validity of this tool and the reliability of its variables was obtained with Cronbach's alpha coefficient and a model for predicting consumer behavior regarding intelligent behavior was presented using structural equation modeling. Findings indicate that the variables of product brand, product trust, product value perception, price appropriateness, product quality, social context and social responsibility had a significant impact on the development of intelligent consumer behavior. The studied variables were able to explain 0.30 of the variance of intelligent consumption behavior. Keywords: Intelligent consumption, consumer behavior, Behavior development structural equations