This chapter examines the dynamics of green capitalism through the lens of the economics and sociology of conventions (EC/SC) approach. The chapter explores the concept of the new spirit of green capitalism, understood as a strategy by which ecological criticism is absorbed into capitalist structures without fundamentally challenging core principles such as the growth paradigm. This adaptation manifests itself in markets for sustainable goods, where ecological value is incorporated into pricing, creating new markets and opportunities for value creation. The chapter then presents the concept of ecological enrichment, where sustainable products are enriched with narrative elements to justify higher prices, thereby reinforcing capitalist structures. Afterward, the chapter shows how the EC/SC perspective gives more weight to the intrinsic logic of nature and captures the asymmetric relationship between nature and the economy, enabling a more comprehensive analysis of the challenges and contradictions of sustainable transformation processes in the context of growing ecological crises. Finally, the chapter analyzes empirical studies that show how eco-companies combine economic and ecological logics, navigating tensions between market, industrial, and green conventions.