The opulent society, far from giving life to a consumer with a "happy conscience", with a taste accredited totally, ended up promoting one unexpected condition constructed from infinite stratifications and differentiations. Within these kaleidoscopic scenes, has come to constitute the "tribe" of responsible consumers. In this article, the first results of a search (currently in course) based on the collection of history of life of the consumers’ customs taken from the “fair and loyal trade shops” of various Italian cities are exposed.