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Nowadays, sustainability in its three dimensions (social, economic and environmental) is causing major concern not only for administrations and organisations but also for consumers. However, the environmental dimension is still the least analysed from a commercial perspective. This has made organisations back the clean and environmentally friendly production of goods and therefore has become one of the main topics of discussion at every Board of Directors meeting. All this means that organisations have to adopt a strong innovative way of working on production processes (now ecoprocesses), new products (eco-products), new methods of management (eco-management) and commercialisation (ecomarketing). On the other hand, we must consider that the whole agricultural industry is one of the sectors which has the greatest impact on the environment and its preservation. After a revision of the literature we have been able to identify which organizational factors, both institutional and commercial, have been instrumental in determining a company’s willingness to voluntarily adopt eco-friendly behaviours in production processes (eco-processes) and their certification ISO 14001. To contribute to that course of action, in this paper we pursue the attainment of two goals: firstly, to identify the voluntary behaviour of olive oil production companies in Andalusia in their quest for certification and secondly to analyse factors that determine their implementation. To achieve our first objective, the behaviour of 330 companies has been studied and for the second, qualitative research has been carried out with semi-structured interviews undertaken in 20 …