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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Akanksha Saini & Abhishek Kumar & Saroj Kumar Mishra & Sanjay Kumar Kar & Rohit Bansal, 2024. "Do environment-friendly toys have a future? An empirical assessment of buyers' green toys decision-making," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(3), pages 5869-5889, March.
    • Handle: RePEc:spr:endesu:v:26:y:2024:i:3:d:10.1007_s10668-023-02941-7
    DOI: 10.1007/s10668-023-02941-7
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