Ethnographic study of lifestyle changes in the urban development process of Izeh (Case study: food and clothing)

Lifestyle is a coherent set of behaviors that is manifested in the form of consumption. During the last four decades, the lifestyle has undergone fundamental changes. The aim of the current research is to study the ethnographic changes in lifestyle (clothing and food) in the process of urban development in Izeh. The research methodology is based on interpretative paradigm. In this regard, in order to answer the research questions and objectives, the ethnographic method was chosen. In this regard, 23 informants who were selected by purposeful sampling were included in the study. The obtained data were analyzed through Grounded analysis and concepts, sub-categories and main categories were extracted. The findings of the research show that the spontaneous settlement of the nomads and the change of the natural ecosystem to the man-made ecosystem has brought about a change in the lifestyle of the residents in the study area. The change in the ecosystem gradually changed the arrangements for preparing food and the type of clothing, and urbanization as a man-made ecosystem has replaced the behavioral patterns of "individualism" and "consumerism" with the behavioral patterns of "collectivism" and "productivity". Qapu board of nomadic, the implementation of the provisions of the White Revolution, including land reforms, the sending of the Knowledge Corps to rural areas and the nationalization of forests and pastures led to the intensification of rural migrations, the increase of the city population and, consequently, the changes in lifestyle in the studied area.