Abstract

In recent years, the concept of lifestyle has been considered increasingly. One of the most important reason for this attention is globalization and extensively use of marketing science for introducing goods and services into target markets thorough world. Life style in management, in general and marketing in particular is defined as how people consume their time and energy for their own activities, interests and opinions. There are many questions about lifestyle such as is it composed of objective and observable behavior or is it a subjective concept and is more about values and beliefs? It seems that taking into account these two concepts will be more useful. There are many factors that can affect lifestyle. In this research the effects of social capital was studied. With the use of survey research, the students of Zanjan University (faculty of humanities, department of management and Economics) were selected as a population (by using convenience sampling method). For gathering the required data two questions were used. The finding shows that there is a significant between social capital and lifestyle among students. According to results, some suggestion presented for the future researchers.