Eco-efficient kids: an exploratory cross-cultural study of sustainable consumer habits

• Autor(a) principal: McTeigue, Catherine Elizabeth
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/38061
• topic: Sustainability; Toys; Consumer purchase decisions; Consumer behaviour; Circular economy; Second hand; Environment; Marketing strategy; Word of mouth

The global sustainable toys market is expected to be valued at $59.64 billion by 2030, growing by a compound annual growth rate of 12.5% from 2020 when it was worth $18.93 billion. As consumers increasingly seek to purchase second hand or preloved items and businesses become increasingly aware of the need to appeal to this customer base, companies operating within the toy industry must face the challenges of changing consumer buying habits and adapt their offering to meet these changes. This study investigates trends pertaining to consumers who purchase toys from a sustainable point of view. The study was undertaken with the proposed purpose of providing information on a commercial level to provide insights for sustainable marketing strategy development and on a scientific level to study consumer behaviour and sustainability related consumer trends.This cross-sectional study involved both quantitative and qualitative research using a mixed-method approach and the results showed that culture, educational attainment, and word of mouth affected consumers' decisions to purchase second hand toys. The qualitative research was in the form of a Focus Group with three British mothers which revealed an awareness of sustainable purchase decisions as well as financial and educational influences. The quantitative element of the study took place between the 31st of May and 12th of August 2022, at a point when the economic effects of the war in Ukraine were starting to be felt at a consumer level. The quantitative results were based on an inital survey result of 167 responses from those who purchased toys, of which, a convenience sample of 127 respondents from Mexico, Portugal and the United Kingdom were analysed in more depth. Data were analysed using SPSS version 28 and Spearman’s rho was calculated as well as Chi-Square analyses undertaken. The Chi-Square analysis showed for statistically significant results at 0.1% level of significance and showed that culture, educational attainment and word of mouth affect consumer decision making. In a rapidly changing environment, such as that which was witnessed in 2022, this study is relevant as consumers adapt to difficult financial times and increased strains on their lifestyles, whilst still wishing to give their children the best start in life.