This paper reports on research into the factors that influence the adoption of environmental measures in small hospitality firms. The research found that the decision to become environmentally invovled had been a value-driven journey, influenced primarily by the development of environmental consciousness. Personal, socio-cultural and situational factors were other signifcant influences. The paper argues the importance of appreciating the personal and contextual circumstances of individual business-owners to understand their decision-making and operational approach. Further, it points to value in making operators aware that going green need not involve a major change or capital outlay but can grown in accordance with the business' needs and priorities.