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The authors aim to describe the mutual perspectives of sustainability and service science and characterize them for the design and development of more sustainable services and to promote an overall shift toward sustainability.

The paper presents a novel model for the design of services that fulfill customer demands and that can be continued for long periods of time without having a negative impact on either the natural or the social environment. Sustainability was therefore incorporated into the service supply chain not only as a primary value, but also as a super value that enables the customer to deliver sustainability to the next generation.

The authors' findings suggest that a sustainable service should both imbue the core‐value of the service with sustainability and recruit the customer as a supplier of sustainability to future generations. Thus, sustainable service should mimic natural processes, in so doing achieving energy efficiency, using future‐oriented and life cycle perspectives, and evolving to smoothly adapt to changes in its environment. Moreover, sustainable service should account for the rational use of natural resources, technologies, and information and knowledge and integrate environmental, social, and economic elements together with the inclusion of services and of manufacturing and agricultural processes.

The authors present a novel approach and a model that conceptualizes sustainability as a service while exploring the benefit of doing so, both for sustainability and for service science.

The paper aims to describe a novel framework for service design to achieve the overall goal of sustainability and to characterize it while exploring the benefit of doing so for both sustainability and service. This novel framework also proposes new opportunities for sustainability-oriented innovation.

The paper presents a novel approach to design and implement services that will lead to a reduction in the production of goods and will offer alternatives that will reduce whatever production process is involved in its creation, i.e. clean service – CleanServ.

The authors’ findings suggest that a CleanServ is a service that is competitive with, if not superior to, its conventional tangible or intangible counterparts and one that reduces the use of natural resources and cuts or eliminates emissions and wastes. CleanServs can be categorized into five different groups based on their fundamental contribution to sustainability: prevention, reduction, replacement, efficiency and offset. While the service sector continuous to grow in size and importance, CleanServs will play a key role in improving the sustainability of our society and in preserving the environment.

The CleanServ concept offers a new framework and novel opportunities for sustainability-oriented innovation in the service sector. Implementing CleanServs will enable services to be imbued with sustainability and will promote the exchange of the production of goods with the delivery of services that will supply the same solution more sustainably.

CleanServs are expected to change how we consume both products and services and will, therefore, promote a more rational use of natural resources and will reduce the discharge of pollution to the environment. Implementation of the CleanServ concept will, thus, advance the current state of the art in sustainable development and improve quality of life on a global scale.

This paper presents a novel approach and a framework that conceptualizes clean services, which we term CleanServs, while exploring the benefit of doing so, both for sustainability and for service science.