This article understands the consumption situation of Zanjan urban society and has been done with the aim of examining of Embeddedness of demonstrative consumption. The study was conducted qualitatively in 1399. The study population is citizens (with university education) 20-65 age in Zanjan. Samples selected by theoretical and purposive sampling and following the theoretical saturation rule, they finished in the tenth person. Data collection tools and methods are open questionnaire and semi-structured interview.The validity of the instrument was assessed by reliability criteria and analytical comparison and audit techniques and interviews were recorded by taking notes and recording audio. Coding and analysis have been done in granded theory. Findings with 9 main categories and 21 subcategories showed the manifestation of demonstrative consumption in cultural and social elements. The main categories related to cultural elements, showed "prevalence of norms of demonstrative consumption" and "formation of new needs and belief in satisfying needs through demonstrative consumption" that follows "changes in the norms of social acquisition and mobility"and They lead to the "conscious surrender or choice of demonstrative consumption beliefs"."Financial constraints are not a determining factor, but only an intervention".The main categories related to social elements, first, they showed the "role of social relations in the occurrence of demonstrative consumption" along with "evaluative contradictions" and "contradictions of social provocations".and then they showed humor with the help of "imaginary irritability".