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According to a survey conducted among affluent consumers in Asia in the first quarter of 2026, about **** percent of respondents were willing to pay over 25 percent more for sustainable luxury products. On the other hand, around ** percent of the respondents were prepared to pay only five percent more. 

The sustainability shift

The willingness to pay more for sustainable luxury products aligns with broader trends in how consumers engage with brands and the growing emphasis on environmental responsibility. This shift is visible in the rapid expansion of the global secondhand apparel market, which has been steadily gaining traction in recent years. In the Asia-Pacific (APAC) region, many online consumers are actively adopting more sustainable purchasing habits, with secondhand e-commerce projected to reach over * users in the coming years.

Are luxury consumers embracing conscious choices?

Luxury consumers in APAC are increasingly open to purchasing secondhand luxury items to reduce environmental impacts. Preferences for secondhand luxury products vary by market. In Japan, for example, buyers often prefer hardly used pre-owned items that offer both quality and better value. While over ** percent of luxury consumers express interest in sustainable products, a significant gap remains between intention and action, highlighting both the challenge and the opportunity for brands to bridge this divide.