Abstract

This study explores the buying behavior and identity recognition of Swedish toy collectors, specifically adult collectors of collectible action figures—an under-researched segment in buying behavior literature. Using an exploratory, inductive qualitative approach, 10 individual case studies were conducted, applying elements of grounded theory to uncover the factors influencing the buying behavior of Swedish adult collectors of collectible action figures. The findings identify four key factors influencing the buying behavior of Swedish adult collectors of collectible action figures: nostalgia, gratification, a sense of community, and prestige, with nostalgia emerging as the dominant motivator. Additionally, the collectors identify themselves primarily as passionate, hobbyist, and expressive collectors, with some acknowledging aspects of inquisitive-like behavior to support their hobby. This study contributes to academic understanding by deepening insights into the emotional and identity-driven motivations behind collecting, particularly of Swedish adult collectors of collectible action figures. It also offers practical implications for marketers, suggesting strategies for positioning action-figure toys to align with nostalgic appeal and collector identities. Future research could broaden the geographical scope or focus on the collecting process and other categories of collectibles. This study fills a critical gap in consumer behavior literature by illuminating the psychological and social dynamics of adult toy collectors, specifically action figure collectors.

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