As concerns about the bio-natural environment increase rapidly, a growing number of businesses have adopted eco-friendly practices (Amir et al, 2020;Aykol & Leonidou, 2015;Oh et al, 2016) to achieve one of the 'United Nations' Sustainable Development Goals (SDGs)', that is, environmental degradation and climate change (SDG, 2022). The greatest challenge for countries is to protect and save the environment and to reduce the hazardous impact of the emission of CO 2 in the climate (Purani et al, 2014;Sinha, 2012). As a result, academic studies on ecofriendly methods have proliferated, but surprisingly most previous research studies have focused on the manufacturing sector and largely ignored the service sector (Aykol & Leonidou, 2015;Ostrom et al, 2010) despite that service industry accounts for a major fraction of global GDP and sustainable service processes can potentially have a major impact on protecting the planet (Aslam & Jawaid, 2022).