How awe shapes sustainable “buy less, buy premium” consumer preference

Fast fashion’s rapid buy-and-discard cycle is a major driver of environmental harm. One promising remedy is to nudge consumers toward a “buy less, buy premium” (BLBP) preference—that is, purchasing a small number of high-end items instead of many mid-range alternatives. Across four experiments, we show that making consumers feel the self-transcendent emotion of awe strengthens BLBP preference. Study 1 establishes the main effect, then Studies 2 and 3 unpack the mechanism: awe broadens consumers’ future-oriented time perspective, heightening sustainability concerns, which in turn promote BLBP preference. Study 3 also demonstrates managerial relevance by using awe-evoking advertising imagery to shift preferences. Finally, Study 4 identifies a boundary condition consistent with the proposed mechanism: when mid-range options are framed as sustainable, awe no longer boosts BLBP preference. Together, these findings position awe as a distinctive emotional lever that can reduce waste by redirecting consumption toward premium, longer-lasting goods.