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The contribution tries to understand the fascination for the idea of ecological conversion that seems to be so evident and is nevertheless in tension with a reality which is not in favour of such a discourse and of a real change of attitude. The use of the word “conversion” opens a complex and contaminated semantic field, particularly in the context of religious communication. If theological ethics wants to be more than the exegesis of encyclicals, it must start a more critical analysis of the levels of exhortation, motivation and argumentation in a dialogue with the humanities. A comprehensible and credible theological ethics is called to get out of the bubble of denominational beliefs and make the noble idea of an ecological conversion operational.