The book explores the circumstances under which consumers are ready to substitute the ownership of consumer goods with services. Consumption without ownership, such as ski rental, car sharing, or textile cleaning, can increase the resource productivity and, hence, be regarded as an (ecologically) sustainable service. The demand-side factors influencing the acceptance of such services are analysed from different theoretical perspectives: new institutional economics, identity theory (psychology), and practice theory (sociology). On this basis, a marketing framework for sustainable services, primarily inspired by practice theory, is developed. The framework addresses customer retention management, in particular the establishment of customer communities and the development of customer competence, and the design of the symbolic meaning of service consumption.