This effect is magnified by virtual communities that collect, share, and disseminate information about sustainable service design and cocreation of sustainable services. The examples given in Exhibit 1 demonstrate ways that customers can participate in all the development stages of the design process (i.e., idea generation, evaluation, implementation, prototyping and testing, and launch and promotion). To ensure the customers’ effective participation in sustainable service design processes, firms need to enhance the customers’ motivation and capabilities by providing appropriate rewards and education on sustainability issues.