Abstract To have a sustainable product or service, product and service systems must equally satisfy all the three stakeholders of sustainability: people, planet and profit generated by the companies. However, if often not the case; this interest of the planet as a stakeholder is often ignored by the other stakeholders. Government tax incentives could act as an enabler to mitigate this difference. In this work, this issue is explored and presented through the development of a strategy to optimize the needs of various stakeholders in selecting the right solution satisfying the needs of users. We develop equations to express the three Ps of sustainability so as to find out appropriate government incentives, as tax that could be left on people and product manufacturing companies to make products and services more sustainable. The multi-objective problem is formulated as an optimization problem and solved using Multi-Objective Genetic Algorithms (MOGA)
