We are all consumers. Life is only possible because of consuming. The act of consuming can be defined as the breaking down of natural or artificial structures to satisfy biological or cultural needs; is among the farthest reaching of human activities (Csikszentmihalyi 2012). Today, the act of consuming could empower consumers to adopt conscious, ethical and responsible criteria in the daily routine to improve the consumption and get a personal and collective life, more based in freedom, fair, loyal and happiness (Martínez 2005). In this way the Transformative Consumer Research (TCR) is an initiative among researches committed to studying the role that consumption plays in the major social problems of daily consumption, among them obesity, addictions, materialism, hunger, homeless, and  poverty (Ozanne, et al 2011). Inspired on TCR and the ethnoconsumer (Venkatesh 2013), the focus of this paper is an exploratory qualitative research with the main objective of showing how the Social Representation of Mexican responsible consumer is focused on shopping at small groups of local producers. The attitudes, interests and opinions will be identified in this first step through point-of-sale open interviews with responsible consumers, with local products offered in Guadalajara and Queretaro urban cities. The information gathered will be analyzed using an inductive method for defining preliminary categories, while using the analysis software Atlas Ti for mapping conceptual networks. This study aims to provide assumptions and variables for further study on transforming consumption.

Los inmigrantes se observan como mercados emergentes que impactan en la escena cultural, económica, social y política debido al intercambio de experiencias que ocurre. La aculturación del consumidor se utiliza para comprender y describir la adquisición de habilidades y conocimientos relevantes para asumir o no una nueva cultura. El artículo presenta una revisión de tres modelos de aculturación de los consumidores con el objetivo de entender cómo éstos se comportan en un nuevo mercado. ABSTRACT: Immigrants are considered emerging markets that impact the cultural, economic, social and political scene, due to the exchange of experiences. Consumer Acculturation is used to understand and describe the acquisition of relevant skills and assume or deny a new culture or knowledge. This paper presents a review of three models of acculturation of consumers in order to understand how they behave in a new market.

Esta investigación muestra la creación de un modelo vivo de medición de la Responsabilidad Social (RS), adaptado al estado de Querétaro, que funciona como una plataforma que orienta el sistema de gestión empresarial hacia la RS. El modelo busca atender la inquietud del sector productivo sobre la posibilidad de impactar positivamente en su entorno social y ambiental. ABSTRACT: This research shows the creation of a Business Social Responsibility Model, that works as a platform to orient its administrative system toward social responsibility. The model searches to understand the concern of the productivity sector that sees the social Responsibility as a possibility to positively impact its social and environmental setting.