عنوان مقاله [English]
The consumer's right of choice is one of the fundamental rights which has been discussed dispersedly in jurisprudential issues, but has not developed legally in Iran. .
This right can form the total demand in the commodities and services market. Supporting this right will lead to a beneficial competition among commodities and services suppliers to provide better products and, ultimately, the security and prosperity of the national economy.
Therefore, in this research, for the first time, jurisprudential principles and rules guaranteeing the consumers' right of choice have been investigated in three areas, which are: a) guaranteeing the right of choice according to the business etiquette ; b) to guarantee the right of choice throughout the conditions of a valid transaction; c) special jurisprudential plans in guaranteeing the exercise of the right of choice based on options, guarantee rules and the institution of hisba.
These principles can provide the basis of the evolution of the legal issues and, ultimately, achievement in secure and dynamic economy in the country.