Critical consumption, Ethics, Responsibility, Sustenance, Supermarket activism. These are just a few of the terms spread around in recent years which attempt to describe a new reality, that we may consider as the most interesting form of a rising participation, for some reasons copying and then, as a result there is a lack of trust in economic institutions. A phenomenon not so obvious to the onlooker gives civil society a central role, which is the main actor. This main actor maintains relationships with public institutions together with the market. New forms of citizenship are created and new forms of co-operation between different actors are created. As not clearly identifiable by the onlooker, this is a process of mutual contamination.