Numerous studies have identified the factors that either inhibit or facilitate customers in identifying and purchasing sustainable products (e.g., Young et al. 2009). However, future research should expand these findings to investigate whether the factors creating sustainable purchasing behavior can equally result in customers’ contributions to other supply chain processes (e.g., production, procurement). Research in this field should aim to answer questions such as “Which factors motivate customers to contribute ideas related to sustainable service design and which inhibit such contributions?” “Can all customers contribute to sustainable
service design?” “How can firms select and involve the most appropriate customers in sustainable service design and production?” and “How can firms enhance the customers’ creativity or customers’ productivity in designing or producing sustainable services?”