Abstract

Among the actors of the market, consumers represent weakest subject and are so subordinate to production and distribution that the consumer has been defined "absent". Gas (supportive buy-groups) are a part of the critical and responsible consumption area (consumerism), and are a still feeble signal of the "presence" of the consumer. This paper shows the results of a qualitative research into Gas in Turin's metropolitan area. Supportive buy-groups are networks rich in bonding social capital and have some bridging social capital toward other forms of consumerism. They have no linking social capital to put them in touch with Consumer Associations and have little linking social capital to Local Government. Gas, however, are active minority, and their pattern of critical consumption can influence consumer's choices bearing followers.