Consumers who adopt a lifestyle of “slow-fashion” purchase fewer, higher-end products that will last longer in comparison to cheap products that will be quickly thrown away. In their recent research, Jennifer J. Sun (Columbia Business School), Silvia Bellezza (Columbia Business School), and Neeru Paharia (McDonough School of Business) propose that purchasing luxury products can be more sustainable than purchasing lower-end products because of their longer lifespan. Although high-end products may be more durable, consumers still prefer to allocate the same budget on multiple lower-end products instead of purchasing fewer higher-end products. Consumers in general believe that high-end products last longer, but they fail to consider the product’s durability when making a purchase. Thus, marketers of high-end brands face the challenge of how to best educate their potential consumers in discerning the high quality and durability of their goods. However, it is relevant to mention that the authors also touch upon the darker sides of luxury. In that sense, product durability alone may not lead to comprehensively sustainable business practices.
You can read more about this research here.