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Internationale Konsumentenstudie der Spielwarenmesse – Nachhaltigkeit bei Spielsachen von Bedeutung

  • Umfrage zum Thema „Nachhaltigkeit & Spielzeug“
  • Qualitätslabels und Zertifikate wichtig für Kaufentscheidung

Das Thema Nachhaltigkeit spielt bei Kaufentscheidungen eine zunehmend größere Rolle. Wie sich diese Entwicklung im Bereich der Spielware darstellt, beleuchtet die internationale Verbraucherstudie „Nachhaltigkeit & Spielzeug“. Im Auftrag der Spielwarenmesse hat AIJU, Technologisches Institut für Kinder- und Freizeitprodukte aus Spanien, rund 2.800 Haushalte mit Kindern im Alter zwischen 0 und 11 Jahren befragt. Die Umfrage verdeutlicht: 60% der Interviewten zählen Spielsachen neben Kleidung und Nahrung zu den wichtigsten Kategorien, wenn es um Nachhaltigkeit geht. Eine Mehrheit von 62% ist außerdem der Ansicht, dass nachhaltig hergestelltes Spielzeug keine Modeerscheinung ist, sondern fester Bestandteil des Warenangebots bleiben wird. Durchgeführt wurde die Studie in Deutschland, Italien, Frankreich, China, Spanien, Großbritannien und den USA.

Positive Erfahrungen gesammelt

Laut Umfrage ist insbesondere das verwendete Material für Konsumentinnen und Konsumenten ein wichtiger Indikator, ob eine Spielware nachhaltig ist. Für 74% ist das Holz, gefolgt von Bambus (64%), recyceltem Plastik (63%) und Bioplastik (60%). Positive Erfahrungen mit ökologisch und umweltfreundlich hergestelltem Spielzeug haben bereits mehr als zwei Drittel der Interviewten gemacht. Dazu trugen neben der hohen Qualität auch die Langlebigkeit und die Sicherheit der Produkte bei.

Nachhaltigkeit darf mehr kosten

In Bezug auf die preisliche Gestaltung hält der Großteil der befragten Verbraucherinnen und Verbraucher nachhaltiges Spielzeug für teurer als andere Spielwaren. Die Bereitschaft unter ihnen, mehr Geld für umweltfreundlich produzierte Spielsachen auszugeben, ist jedoch vorhanden. 27% der Interviewten gaben an, dass sie zwischen 5% und 10% mehr für solche Produkte zahlen würden. 26% wären bereit, einen Preisaufschlag von bis zu 5% zu akzeptieren.

Qualitätslabels überzeugen

Darüber hinaus zeigt die internationale Studie, auf welche Informationsquellen die Konsumentinnen und Konsumenten zurückgreifen. Am häufigsten nutzen sie Online-Angebote wie Webseiten (28%), Social Media (23%) und allgemein das Internet (22%). Für 20% ist der Händler vor Ort eine wichtige Anlaufstelle. Bei der Kaufentscheidung lassen sich 56% der Befragten von Qualitätslabels und Zertifikaten leiten. 55% der Verbraucherinnen und Verbraucher vertrauen zudem den Herstellerinformationen. Auf die Empfehlung von Händlerinnen und Händlern verlassen sich 41% der Interviewten.

Eine kompakte Kurzversion der Konsumentenstudie steht auf der Webseite www.spielwarenmesse.de/toysgogreen zur Verfügung und ist ebenfalls über die Sonderfläche Toys go Green auf Spielwarenmesse Digital abrufbar. Die ausführlichen Ergebnisse stellt Pablo Busó, User Research Area Manager bei AIJU, am 2. Februar um 15.45 Uhr und am 6. Februar um 12 Uhr im Toy Business Forum der Spielwarenmesse Digital (digital.spielwarenmesse.de) vor.

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Das Thema Nachhaltigkeit spielt bei Kaufentscheidungen eine zunehmend gr ßere Rolle. Wie sich diese Entwicklung im Bereich der Spielware darstellt, beleuchtet die internationale Verbraucherstudie „Nachhaltigkeit & Spi elzeug“. Im Auftrag der Spielwarenmesse hat AIJU, Technologisches Institut für Kinder- und Freizeitprodukte aus Spanien, rund 2.800 Haushalte mit Kin dern im Alter zwischen 0 und 11 Jahren befragt. Die Umfrage verdeutlicht: 60 % der Interviewten zählen Spielsachen neben Kleidung und Nahrung zu den wic htigsten Kategorien, wenn es um Nachhaltigkeit geht.

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