In this paper, the author deals with the idea of substituting the selling and buying of new products for eco-efficient services. In the first part, he provides a typology of eco-efficient services, which he illustrates with some examples from German companies. A framework is then developed to assess consumer acceptance of these services. The main influencing variables identified are the characteristics of the originally owned product, of the alternative eco-efficient service, and of the consumer as the potential adopter. This framework was used in an early empirical survey among German apartment block residents for two different'use services': apartment block launderettes and home-based car sharing. The results show that most of the identified variables are of high importance for the acceptance of eco-efficient services. High-priced, rarely used products that require a lot of storage space are especially suitable for substitution by a service. With regards to the characteristics of the service, flexibility seems to be a crucial Factor for consumers. Following the survey data, the main target group for these services is found to resemble the typical innovator, younger and better educated than the average consumer. The paper concludes with the discussion of implications for marketers of eco-efficient services.