The authors propose that high-end goods, such as luxury apparel, can be more sustainable than mass-market products because they have a longer life-cycle. Across six studies, the authors examine the sustainability of high-end products, investigate consumers’ decision making when considering high-end versus ordinary goods, and identify effective marketing strategies to emphasize product durability, an important and valued dimension of sustainable consumption. Real-world data on new and secondhand accessories demonstrate that high-end goods can be more sustainable than mid-range products because they have a longer life-cycle. Furthermore, consumers engage in more sustainable behaviors with high-end goods, owning them for longer and disposing them in more environmentally friendly manners. Nevertheless, a series of studies shows that many consumers prefer to allocate the same budget on multiple ordinary goods in lieu of fewer high-end products partly because of product durability neglect, a failure to consider how long a product will last. Finally, this research offers actionable strategies for marketers to help consumers overcome product durability neglect and nudge them towards concentrating their budget on fewer high-end, durable products.

作者提出，高端产品（例如奢侈品）比大众市场产品更具可持续性，因为它们的生命周期更长。在六项研究中，作者研究了高端产品的可持续性，研究了消费者在考虑高端产品与普通产品时的决策，并确定了有效的营销策略来强调产品耐用性，这是可持续消费的重要且有价值的方面。关于新旧配件的真实数据表明，高端产品比中档产品更具可持续性，因为它们的使用寿命更长。此外，消费者对高端商品采取更可持续的行为，将其拥有更长的时间，并以更环保的方式进行处置。不过，产品耐用性被忽视，未能考虑产品将持续多长时间。最后，这项研究为营销人员提供了可行的策略，以帮助消费者克服对产品耐用性的忽视，并促使他们将预算集中在较少的高端耐用产品上。