This article examines internal organizational factors and external antecedents of sus-tainable value creation by small medium enterprises (SMEs) and constructs a frame-work that integrates, at both levels, the theories of psychological distance andconstrual level from the field of psychology. This research provides an explanation asto why sustainable value creation remains a complex issue, and why many SMEs'engage with sustainable value creation to varying degrees. This paper particularlyhighlights how owner/managers of SME may construe different dimensions of psy-chological distance and apply their understanding to their response to different ante-cedents of sustainable value creation. Finally, by adopting the psychological distanceperspective, this paper highlights the conditions under which internal and externalorganizational and factors can affect SMEs' propensity to create sustainable value. Itfurther concludes by highlighting areas for further research