Given the context of supply chain stakeholders’ sustainability, only recently have researchers considered the customer’s role in achieving and supporting sustainability (Boons et al. 2013; Boons and Ludeke-Freund 2013). For example, Boons et al. (2013) advocated the role of customers in supporting sustainable innovation, but he failed to further explore and specify customers’ sustainable activities. Porter and Kramer (2011) proposed that firms need to create market “ecosystems” and new clusters for collaborating and making partnerships with many stakeholders (e.g., NGOs, governments, activists groups, citizens, suppliers) to develop social value (i.e., economic benefits along with positive social–cultural and environmental impacts) and increase their sustainability impact on the society. Advocates of the service-dominant logic have also argued the need to actively engage customers in sustainable supply chain management (Tokman and Beitelspacher 2011), as customers can offer crucial resources for cocreating sustainable value and services. Customers’ role in sustainability is growing, as advances of the social internet empower consumers and social communities to actively participate and massively collaborate in sustainable practices. Such developments facilitate and foster the development of a fourth-generation framework of sustainable supply chain management—one that incorpo- rates the customers’ role in sustainability across all supply chain operations. I describe this approach in the following sections.