Cultural reflections on sustainability: Interactions between families and a green toy house

Abstract

This study explores how a sustainable toy house fosters sustainability culture within family contexts. Using netnographic analysis of 363 Amazon reviews on Hape “All Seasons Kids Wooden Dollhouse,” it investigates how parents and caregivers interpret product values, while children act as indirect but influential participants. Findings reveal that natural materials hold emotional and ecological significance for families, play encourages intergenerational value transfer, users integrate the toy with popular items to support inclusive play, gifting practices embed ethical narratives, and family discussions reflect both appreciation and skepticism toward eco‐branding, highlighting tensions in sustainable consumption.