The concept of “consumactor” refers to a consumer who wants to express their commitment through their purchases. This type of consumer is distinguished by their high standards, being willing to oppose the practices imposed by large retailers, or even boycott a brand to express their disagreement.

As an engaged consumer, the consumactor is interested in brands that promote ethical and fair products, adopting more responsible purchasing behavior. They actively participate when companies solicit customer feedback to develop a product or service, thus demonstrating their involvement in the process.

The consumactor plays a political role through their purchasing behavior, seeking to influence the capitalist system from within. Unlike activists, they express their opinions individually and on an ad hoc basis, aiming to bring about changes in the economic system.

In a context where the market is dominated by powerful groups in various sectors, the consumactor favors smaller brands to counter this hegemony, sometimes even resorting to boycotts. This fully embodies the adage “vote with your shopping cart,” transforming the act of purchasing into a political commitment to social and environmental justice.

The conscious consumer demonstrates concern for environmental causes, adopting a thoughtful approach to their purchases to limit their environmental impact. By favoring local and minimally processed products, they contribute to consumption that respects the planet, promoting sustainable development and the transition to agroecological practices.

As a driving force in a social movement, the conscious consumer is committed to environmental preservation and food security, while also showing a growing interest in climate issues. Their expectations of companies include a greater commitment to sustainability.