Environmental commitment, from an ecological perspective, translates into considering the impact on the natural environment and a concern for its preservation. Whether in strategic decisions or day-to-day management, this commitment is evident in the actions taken by individuals, brands, companies, and organizations. According to Elisabeth Robinot and Eric Giannelloni, several key dimensions of this commitment are generally highlighted by studies. First, communication and information about environmentally friendly products, as well as quality marks such as labels, play a crucial role. There appears to be a strong demand for this type of information, and the use of labels can help inform and positively influence consumer perception, sometimes justifying higher prices.

Second, the cost associated with environmentally friendly products is a major issue. For example, price sensitivity directly influences consumer choices and their attitude toward environmental protection, particularly with regard to reducing energy consumption. Finally, the literature also highlights the importance of recycling and purchasing products aimed at reducing waste production.