Willingness to Pay for Labubu Toys Among High School Students in China: The Role of Social Identity, Design Preference, and Budget Constraints

Labubu toys have gained remarkable popularity among high school students in recent years.However, little relevant research has been conducted.Therefore, the study aims to investigate three key factors: social identity, design preference, and budget constraints.A sample of 100 high school students from high schools across Shenyang aged 16-18 participated in the sampling process.They completed a questionnaire on Wenjuanxing, measuring their social identity toward trendy toys, design preferences, monthly allowance, and their willingness to pay for Labubu toys.An ordered logistic regression was used to analyze the data.The results showed that only social identity had a statistically significant effect (p<0.05).Design preference and allowance level showed positive but non-significant effects.These findings indicate that purchasing decisions of Labubu toys are mainly driven by social identity.This study contributes to the understanding of youth purchasing behavior and also provides practical implications for toy markets.The findings suggest that peer influence plays a crucial role in shaping adolescents' spending habits on collectible toys.Labubu toys are produced by Pop Mart.