Objective:

This article analyzes the social representations on the collective action of the small mestizo coffee growers that make up the civil association VIDA, through the comparison between their knowledge, attitudes and practices (KAP) and their collective action, to understand the training , the continuity and consolidation of their collective work.

Methodology:

The research is of a theoretical-practical nature. First, the historical and economic context of coffee growing is explained until referring to the peculiar characteristics where the studied association is located. Later, the theoretical approach based on the concepts of social representations and collective action is defined. The practical inquiry was based on techniques derived from ethnography, such as field work and participant observation, linked to the application of KAP surveys, which are numerically coded to perform both a quantitative and qualitative analysis, aspects that close the question. Mixed exploration circle.

Results:

Social representations about knowledge, attitudes and practices, regarding collective action are largely consistent in the coffee growers association. However, this is due to shared historical roots, identifying themselves as small coffee growers and being part of the UGOCP. Circumstances that were the basis of the planning for the emergence of the VIDA association. This is through collective work they managed to develop.

Limitations:

The pandemic generated by COVID-19 limited the application of the techniques and reduced the research sample, but even so, accurate and truthful data were obtained.

Conclusions:

The social representations on collective action that coffee growers had were renewed, reconfigured and reappropriated until they achieved the bases of their consolidation and continuity, such as collective work and the common good. Characteristics that can still be found in different mestizo communities in Mexico.