How do you imagine that people would not notice if a product they use is good? Why would they consider it throwaway if it works well?
Because they could always buy a replacement for cheap. Sadly, our consumer goods prices do not correctly reflect environmental externalities, so in a way a higher price is better for the environment, even if the difference doesn't go in the right pocket.
Sadly, for a lot of people, a "friend" mockingly saying "that's crap" would suffice.