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The animation industry would be considered an integral part of the cultural and creative industry, forming a considerable consumer market worldwide and even becoming a pillar industry. The sector would contribute the main reason for its fast pace development with a sustainable development model. Therefore, how to carry out sustainable development had become an important research topic for China's animation industry to enhance the consumption behavior of Chengdu college students. The purpose of this study was to explore the significant difference in purchase intention of animation derivative products among different demographic variable groups in gender, disposable income, and college student consumption patterns in Chengdu; examine the influencing mechanism of the Chengdu college students' purchase intention based on animation derivative product promotional strategy, and put forward feasible suggestions on better promotional strategies for animation derivative products in terms of perceived value, marketing stimulus, and product fits in Chengdu. Four hundreds and twenty-eight completed questionnaires of Chengdu college students were collected through the online WeChat platform by random sampling in July 2022. The results showed that perceived value, marketing stimulus, and product fit impacted Chengdu college students' purchase intention through the animation derivative product promotion. Further suggestions were made to enhance Chengdu college students' more rational purchase of new animation derivative products in the market.