This article explores the drivers of the voluntary adoption of an environmental management accounting (EMA) innovation, i.e. greenhouse gas (GHG) accounting. We classify a number of potential incentives into three categories (external, interactive, and internal) and test their influence on several stages of the EMA innovation adoption. Data are collected through a phone and web-based survey of French small and medium firms (SMEs) from various industries and analyzed with a logit ordered regression. Overall, we demonstrate that all three categories are significant although all drivers do not act as a stimulus of GHG accounting adoption. Our study provides elements for the definition of public policies incentivizing SMEs to engage in GHG management innovations, which could guide their environmental efforts and have considerable repercussions in terms of climate change.