Abstract
Businesses have recently shifted their attention to service innovation as a new economic justification for addressing environmental sustainability issues. Sustainable innovations may help businesses embrace solutions in new ways and can help firms grow and improve existing business models in ways that decrease social and environmental consequences while also adding new advantages and features. Businesses that adopt environmental sustainability in innovative processes can positively increase their opportunities to be innovative leaders in related fields. This acts as a link to win business competition around innovative approaches to environmental sustainability. In this context, the study aims to contribute to the role of environmental sustainability, value co-creation, and service innovation in service industries with an S-D logic perspective. From an S-D logic viewpoint, the study also investigates the extent to which service innovation and value co-creation may contribute to environmental sustainability.
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