A behavior called product attachment can explain why we avoid using what we care too much about.
found that this behavior, called product attachment, can lead to increased and redundant consumption. In other words, some people tend to limit the use of items they view as precious, like fancy dishware, expensive bags, or customized sneakers, and then buy additional, less meaningful products that they can use more often.
It’s crucial to take a step back and assess whether keeping meaningful, but unused products is ultimately sustainable.Consumers experience a wide range of emotions, each with a different influence, when using products, says Yoon. Attachment has its own unique behavioral effect, as the small study demonstrates. The authors interviewed 10 participants—two individually, and the other as pairs of married couples—for about one to three hours.
Keoleian says product sustainability can be measured with metrics such as material and energy resource consumption, greenhouse gas emissions, and solid waste across an item’s life cycle. These impacts are then divided by the number of uses of the product to determine its environmental footprint, or its lifetime impact per use.
attachment, and the earlier study shows it is associated with more passive use and redundant product consumption.Although releasing products with a high scarcity value can be profitable, brands should be aware of the long-term ramifications on sustainability, says Yoon. “The irreplaceable, cherished products they want to introduce in the market would be transitioned to more decorative purposes or stored away,” he adds.
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