This article is a continuation of the previous works related to the new rationalization and control tendencies in purchasing behavior and consumption. More precisely, it is enrolled in the perspective of the contribution to a better understanding of the postmodern consumer wisdom which continues to be met more frequently in outlets.

Since there is a lack of research on consumer wisdom conceptualization, we attempt in this article to present a conceptual framework used to delineate this concept in consumer behavior. To achieve this objective, we adopted an interdisciplinary theoretical framework. Then, we compared the concept to some others considered as close to consumer behavior field. Finally, semi-structured individual interviews have enabled us to propose a definition basing on three main facets of wisdom in consumption. This conceptual framework makes identifying contours of this research field possible. Then, the target will be to understand the nature, origin and consequences to offer coping strategies which will be undertaken by companies.

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