Abstract

This paper explores the meaning of environmental ethics in the small firm domain. A distinction is made between two approaches: conventional ethical discourse based on shallow ecological principles and a new ethical discourse based on deep ecology principles. Using the literature in this multi‐disciplinary field of inquiry a link is made between small firms, ethics and the environment. Empirical research data based on the author’s doctoral work with firms in Leeds is discussed. The research results indicate that small firms from the study are predominantly operating a conventional ethic discourse and are framing their response to the environmental challenge using a shallow ecology ethic.