Lasting luxury: how symmetrical product design boosts sustainable consumption

Aesthetics is a core element of luxury products. While prior research has primarily examined how aesthetics contributes to luxury products’ appeal, the present research investigates how aesthetic design features may influence sustainable consumption. Specifically, we propose that symmetry—a key aesthetic characteristic—encourages consumers to use luxury products longer rather than discard them. Five experiments demonstrate that the symmetric (vs. asymmetric) design of luxury fashion products increases both intended and actual length of product usage, as symmetrical designs are perceived as more timeless. The results further reveal the moderating role of consumers’ fashion orientation. By linking visual design properties to consumers’ anticipated duration of product use, this research extends the product aesthetics lit- erature and highlights how aesthetic cues can shape more sustainable consumption patterns. The findings also offer practical insights for luxury marketers seeking to leverage product design to promote more responsible luxury consumption.