The Moderating Role of Existential Authenticity on the Relationship Between Sustainable Services Marketing Practices and Consumer Behavior

“Transformative Consumer Research” (TCR) initiative, has gained big interest among marketing academics and practitioners, since its emergence in 2006. Because 70 per cent of world’s GDP is comprised of services sector activities (Johann, 2015), the TCR initiative has been applied to services marketing and “Transformative Services Research” (TSR) concept has emerged. Studies about sustainable services marketing are handled within the scope of TSR. This study discusses factors affect consumers’ preferences of sustainable services and examines variables that have moderating effects between sustainable services activities and consumers’ behavior, through a literature review. Personal traits like being environmentally sensitive and having high level of existential authenticity and eudaemonic well-being are examined as moderating variables. Increasing usage of sustainable services notably in accommodation and food sector, has important potential for contributing to reach UN 2030 Sustainable Development Goals, that constitutes one of main purposes of this study.