Purpose: The aim of this study was to investigate the situation of Tehran citizens in terms of the circular structure of Schwartz values and to present a model for its improvement.
Method: The research method was applied in terms of purpose and mixed in terms of data type. In the qualitative part of the statistical population, there were experts and senior managers of the social deputy of Tehran municipality, the Supreme Council of the Cultural Revolution and the social deputy of NAJA and other agencies involved in the field of social issues. Thirty experts participated in the study, and the study data were saturated. The statistical population in the quantitative section included all citizens aged 20 to 50 years in Tehran. Cochran's formula was used to determine the sample size of the quantitative section. In this regard, 385 people were selected as the research sample. Quantitative sampling was simple and probabilistic random sampling. In this study, library method, semi-structured interview (qualitative section) and researcher-made questionnaire (quantitative section) were used to collect data. In order to evaluate the validity of the questionnaire, face validity, content and structure were used and in order to calculate its reliability, Cronbach's alpha coefficient and combined reliability were used.
Results: The results showed the validity and reliability of the researcher-made questionnaire. Based on the results of the qualitative part, the factors affecting Schwartz values are: political factors, educational factors, economic factors and social factors.
Conclusion: Based on the findings, the results showed that political factors, educational factors, economic factors and social factors have a significant and positive effect on Schwartz values.