Brand loyalty supporting the shift toward long product lifetimes - Literature review on planned obsolescence and brand loyalty

The shift toward sustainable use of resources requires a fundamental change in both consumer and firm behaviour. Both parties need to adjust to longer product lifetimes and less frequent upgrades for their products. A big obstacle for this change is the companies’ need to secure their profits even if the means are unethical (planned obsolescence). On the other hand, consumers’ consumption habits change slowly. The purpose of this thesis is to understand how product lifetime is determined from both consumer and firm perspectives. Moreover, the thesis seeks to find out how companies can move away from planned obsolescence and short product lifetimes with the help of stronger brand loyalty. A literature review on planned obsolescence and brand loyalty reveals that brand loyalty can indeed support companies that want to contribute to sustainable consumption with longer product lifetimes. Brand loyalty stabilizes customer base and gives the brand more time to adjust their business and product strategies before customers switch to competitors. In conclusion, enhancing brand loyalty could be an effective way for companies to secure their profits while shifting toward longer product lifetimes. This thesis adds to the wide collection of brand loyalty by connecting brand loyalty to product management and circular economy