Consumer’s Right of Choice and Guarantee of It in Jurisprudence

One of the fundamental rights of the consumer, which has been approved dispersedly in jurisprudential issues is the right of choice, but it has not developed legally in Iran. This right shapes the aggregate demand (total demand) in the market of goods and services, and the support of it leads to beneficial competition among suppliers of goods and services to provide better products and ultimately leads to the security and prosperity of the national economy; therefore, in this research, for the first time, the principles and rules of jurisprudence guaranteeing the Consumers’ right choice have been studied and analyzed in three levels, which are: A- Guaranteeing the right of choice based on business etiquette; B- Guaranteeing the right of choice through the terms of the transaction; C- Special jurisprudential measures in guaranteeing the exercise of the right of choice based on options, rules of guaranteeing (liability) and the institution of probate. These principles can pave the way for the development of legal issues and ultimately the achievement of a secure and dynamic economy in the country.