Sustainability value concerns the ratio of environmental, social, and economic benefits and sacrifices in business. Firms attempt to integrate sustainability value into their services both in response to regulations and in pursuit of competitive advantage. Achieving successful integration is not easy, as it requires that sustainability is clearly addressed through one or more of its dimensions and that customers are willing to pay for the benefits delivered through services. The subjective nature of value perception by individuals, the resources and risks involved in integration, and the inherent complexities of the three dimensions of sustainability make this integration even more challenging. This study uses a multiple case study approach to explore how company decision-makers perceive sustainability value and how it becomes integrated into services. The findings categorize decision-makers’ perceptions at the macro, meso, and micro levels, supported by practical examples. Decisions in the early phase of service delivery support integration, when decision makers convert sustainability goals into concrete, actionable plans. This study contributes new knowledge on promoting sustainability in services. It also offers practical guidance for decision-makers and sustainability experts on sustainability value integration.