This interpretive phenomenological study explores companion animals in Tehran, focusing on dog-walking. Through 17 in-depth interviews, we identified six core themes: performative consumption, new family forms, emotional attachment, social conflict, identity transformation, and ineffective policies. These converge into a central category: "intersecting attachment, distinction, and social conflict." Findings reveal a polarized "social field" where some view companion animals as personal rights and modern lifestyle, while others see them as violating public safety and norms. This transformation from private matter to public controversy necessitates inclusive dialogue and regulatory solutions balancing citizen and animal rights.The results indicate that public reactions to companion animals are not uniform. Some citizens respond with enthusiasm and compassion, viewing the phenomenon as an expression of affection, while others perceive it as an infringement on citizens' rights and a threat to public health, security, and well-being, reacting with opposition and aversion. This compassion-disgust duality may serve as a catalyst for future social tensions in Iranian society.

The study suggests that this shift toward a new lifestyle choice in Iran is closely intertwined with modern consumption patterns. This lifestyle is characterized by disembedding from time and space, cultural transformations, the growth of consumer culture, and the promotion of conspicuous consumption, influenced by media that advocate consumerism.