Introduction: In the economic recession, consumers are forced to make their purchase decisions more carefully due to the decrease in income and increase in expenses. In this situation, the consumer's decision-making pattern becomes an important component in purchasing decisions. The purpose of this research is to provide a model of consumer purchasing decisions in recession conditions.

Method: The current research is applied in terms of purpose, and in terms of nature and method, it is a qualitative type of foundation data theory. The participants were academic experts in the field of marketing management as well as marketing managers. Data collection was done through purposeful and snowball sampling with 15 experts using semi-structured interviews, and Max Quda software was used for data analysis. To ensure validity and reliability, the findings were approved by the interviewees. To analyze the data, open, central and selective triple coding method based on data base theory and MAXQDA software were used.

Findings: The data obtained from the analysis of the interviews were coded into 6 main categories and 32 sub-categories and 94 as central codes.

Conclusion: Consumer purchasing decisions in the recession require paying attention to customers' needs and providing suitable solutions. Brands should implement strategies to attract and retain customers according to the economic conditions and buying habits of customers.