Focusing on the dipole benefaction - sponsoring, we research, the effect on Zagori’s mountain culture, of the transition from the society of “long duration” to the society of consumption. From the Zagori of benefaction and culture to the brand-Zagori for consumption from the tourism industry. The transition from the pre-industrial society to the modern one impoverishes collectivization and degenerates the concept of benefaction. Modern society adopts the concept of sponsoring, for the merit of which, culture has to prove evidence of economic value. In the competition arena that has been turned into the upmost value due to market hegemony, mountain regions are extremely vulnerable. The process of selling and buying culture seems rather attractive, when social amenities are being constantly reduced and development skyline sinks. Whether, it will be a Zagori for consumption or internal social dynamics are to be found able to regenerate culture in Zagori depends on local and national Greek society. What is certain is that the first choice will lead to the end of Zagori’s culture.