n this paper we consider how growing awareness of environmental problems in agriculture has triggered certain interactions between producers and consumers. Since both public and private actors resort to collective action to address these problems, this article will seek to examine the different forms of economic coordination and their dynamics, using an adaptation of Salais and Storper’s worlds of production framework (1992, 1997). Considering that each world of production is a world of conventions, we focus on environmental conventions. This work is based on an empirical study of agricultural voluntary environmental approaches, as these provide a means of ensuring coordination between producers and consumers and enable products to be differentiated according to their environmental quality.