the prerequisites for a more sustainable business model. In order to become more sustainable the future economy will transform from “sale of goods” to the “sale of services”. Belz and Peattie also stress the role of services as a part of sustainable solution, talking of product-related, use-oriented and result-oriented services. Product-related services are offered additionally and they optimize the product use, e.g. automobile companies offering courses on a more ecological and safe driving manner. In the case of use-oriented services, a service and not a product is sold to the consumer e.g. car-sharing. As for result-oriented services, consumers neither own nor operate a product e. g. public transportation, with consumers only enjoying the outcome of the product, the transportation services. “Product dematerialisation” is, too, at risk of incurring in sustainability marketing myopia. In 1999 Electrolux piloted a use-oriented sustainable “pay-per-wash” service in Sweden, failing to succeed because of a myopic marketing approach. New energy and water efficient washing machines were distributed by Electrolux among consumers. Electrolux supplied customers with maintenance services through a central database via the Internet and took care of the disposal and upgrading of the machines. Consumers did not pay for the machines themselves; they were only charged with a small installation fee at the beginning, and through a pay-per-wash charging system (10 Swedish kronor (about 1 $) per wash). However, an excessive emphasis on the green component in the marketing of this service, achieved at the expenses of other consumer benefits and values, failed to convince the consumers. According to A. Ottmann et al. not only environmental but also other inherent consumer values should have been better marketed by Electrolux: convenience of pay-per-wash, including easy trade-ins for upgrades, free service and saved money of a new washing machine. In addition, the sustainable service might have been successful if pay-per-wash convenience would have been bundled with more desirable features. Myopia of sustainable products Fairtrade coffee The initial idea of introducing the Fairtrade coffee certification was to abolish poverty among coffee farmers and their workers by supporting better working conditions and enabling growers to compete in the global market. For this reason, Fairtrade coffee started to be acquired directly from the farmers for a higher price than standard coffee. A minimum price for coffee is guaranteed and if the market prices outreach the minimum, growers receive a premium. In compliance with rising consumers´ demand for environmentally and social