The industrial environmental impact is a widely debated issue, both in Sweden and internationally, and there is a broad expectation that companies and organizations should assume social and environmental responsibility. This qualitative case study examines how the Swedish furniture manufacturer Kinnarps AB integrated environmental and sustainability concerns into its operations from 1970 to 2024, with particular attention to motives, focus and practical measures. The study draws on the company’s publicly available documents – annual reports and environmental and sustainability reports – which are examined through content analysis. The findings are interpreted using the stakeholder model, a core element of Corporate Social Responsibility (CSR), together with Bansal and Roth’s framework for why firms engage in environmental initiatives. The results show that Kinnarps committed to environmental issue at an early stage, yet its efforts have become increasingly concrete and systematic over time. All three rationales identified by Bansal and Roth – competitiveness, legitimacy and ecological responsibility – are evident in the company’s motivations, and different stakeholders have exerted varying degrees of influence during different periods. Overall, the study offers a long-term perspective on how a Swedish industrial firm responds to growing societal pressure to shoulder environmental and sustainability responsibilities.