Despite rising demand for sustainable children's products and increasing concerns about environmental impact across various industries, there is limited research specifically addressing eco-friendly toys. We aim to investigate the factors contributing to the gap between consumer interest and actual buying in this regard. Therefore, this research explores the different factors that impact consumer’s attitudes and intentions to purchase eco-friendly toys.
Formulated through an extensive literature review, our research questions and hypotheses center on variables including environmental knowledge, health consciousness, economic value, attitude, awareness, social status, and subjective norms. Employing a quantitative research approach, data were gathered from 178 random consumers through an online survey. Statistical methods, including regression analysis, were applied to evaluate the data and explore the relationships between those factors and consumers’ purchase intention toward eco-friendly toys. Our model's findings underscore the significant positive impact of consumer attitudes and awareness on the intention to purchase eco-friendly toys. Furthermore, the results show that environmental knowledge and economic value significantly influence buyer’s attitudes while health consciousness has a less significant impact. Social status and subjective norms had no significant effect on the purchase intention for eco-friendly toys.
The implications of this study provide valuable insights and recommendations for government entities, stakeholders, and retailers to foster the growth and sustainability of the toy industry.

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