Recent findings in behavioural sciences suggest that individuals may engage more in pro-social behaviour if they are prompted to reflect on how they will be remembered. Using experimental survey data with a between-subjects design, we examine the relevance of activating legacy concerns in the context of small businesses. More precisely, we investigate farmers' intention to participate in conservation programmes for the sake of legacy. While the legacy effect is not found to be stronger than another priming manipulation at the global level, it is significant among first-generation farmers as opposed to multi-generation farmers. Inherited family farms are more prone to be influenced by non-environmental legacies whereas first-generation farmers can be more interested in leaving an environmental legacy. ARTICLE HISTORY