Why are the products so expensive?
In order to achieve sustainable production, companies need to be stricter with rules, accounting for key points such as organic materials (leading to increased manual labor), abide by environmental regulations, along with a smaller scale of production for quality control. All of these aspects create a large production fee, for a larger price tag when the product is out in the market. Combined with above information, the logical thing for businesses to do is aim for quality rather then quantity, hence why sustainability and luxury is often the same thing for most.
Of course, there are exceptions that try to keep the prices down, like the idea of refill shops, where they sell goods you find in most markets, but without packaging to encourage people to bring their own containers. Patagonia (2) is another clothing shop with the same mission to reduce waste while upholding environmental and social responsibilities. They focus on durability first and even offer service to repair/exchange used clothes, all to reduce textile waste.
Consumers mindset about sustainability
Big corporations aren’t the only one to blame for the situation, as consumers also play a crucial role. The most important power customers have is demand. A survey made in 2022 by Deloitte (1) showed that cost was the main reason why people bought less sustainable products. Ask yourself if you would pay an extra 30 euros for a second-hand sweater, or 10 euros more for a biodegradable spoon. The answer would be varied, understandably so, but until all of us can confidently say yes (and tell it to the producers), no company would gamble such financial risk in the name of “environmentally friendly”. Another cause could be green products accessibility/how easy it is to get. Getting a specific green item from across the city, because it’s only sold in that location is not exactly convenient for most individuals. Not to mention the various types of greenwashing that we have to watch out, so that we don’t accidentally support the evil, greedy businesses. It’s human nature; you do not want unnecessary problem, especially when it takes away what you have (money and convenience).
What can we do?
To combat against luxurious sustainability, consumers must educate themselves and stay informed, perhaps researching about the brand before deciding to buy one of their products. Letting the businesses and government know about your opinions is also a decent method for people see your perspective. Lastly and this is my own opinion, spend some more on those who are making a change (like reducing cost for general consumers, or increased transparency to find out what to do easier) if you can afford it, the sustainability market may get more accessibility if you chose to support them.
Conclusion
The bridge between sustainability and luxury presents both challenges and opportunities for consumers and businesses alike. While the higher price tags associated with sustainable products can be discouraging, it often reflects the true costs of ethical production, quality materials, and responsible practices. As consumers, it’s essential to understand that our choices have power, and our demand for sustainable options can drive change within the market.
By educating ourselves about brands and their sustainability efforts, we can make informed purchasing decisions that support those committed to ethical practices. Engaging with companies and advocating for greater transparency can further encourage businesses to prioritize sustainability while considering affordability. Ultimately, the transition toward a more sustainable future requires collaboration between all parties involved.
reference:
(2): Patagonia Outdoor Clothing & Gear and Used Patagonia® Clothing & Gear | Worn Wear – Patagonia Worn Wear®
