Do environment-friendly toys have a future? An empirical assessment of buyers' green toys decision-making

Akanksha Saini (), Abhishek Kumar, Saroj Kumar Mishra, Sanjay Kumar Kar and Rohit Bansal
Additional contact information
Akanksha Saini: Rajiv Gandhi Institute of Petroleum Technology
Abhishek Kumar: Rajiv Gandhi Institute of Petroleum Technology
Saroj Kumar Mishra: Rajiv Gandhi Institute of Petroleum Technology
Sanjay Kumar Kar: Rajiv Gandhi Institute of Petroleum Technology
Rohit Bansal: Rajiv Gandhi Institute of Petroleum Technology

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2024, vol. 26, issue 3, No 15, 5869-5889

Abstract: Abstract Considering the rising plastic toy pollution and its damaging effects on the ecosystem, especially on children’s growth and development, the present study aims to assess buyers' attitude and intent to purchase green toys for children. The existing green literature has probed consumers’ behaviour towards several eco-friendly product categories like clothing, home durable, personal care, food, cosmetics, and automobile. However, no work has explored buyers’ perspectives on eco-friendly toys for children. A conceptual model is therefore proposed based on the existing green literature. Buyers’ attitude towards green toys is first assessed through environmental concern, perceived value, and health consciousness, whereas purchase intention is explored through awareness, social status, and willingness to pay the premium. Lastly, the impact of attitude is examined on green toys’ purchase intention. Indian parents, relatives, and guardians who have experience of buying toys for children are included in the study sample using convenience and snowball sampling techniques. The analysis of 174 responses gathered through an online survey using the partial least squares-structural equation modelling method unveiled a significant favourable influence of attitude on green toy purchase intention. Besides, environmental concern and perceived value significantly influence buyers' attitude, while other variables, such as awareness and willingness to pay a premium, influence buyers' intention to purchase green toys. Findings uncovered that buyers value the eco-friendly attributes of green toys and are ready to pay a premium. This study has valuable implications and recommendations for the government and retailers to uplift the green toy market in India.

Keywords: Green toys; Purchase intention; Attitude; Eco-friendly toys; Green product (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10668-023-02941-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:endesu:v:26:y:2024:i:3:d:10.1007_s10668-023-02941-7

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10668

DOI: 10.1007/s10668-023-02941-7

Access Statistics for this article

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development is currently edited by Luc Hens

More articles in Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().