Pet Ownership Consumer Behavior: Investigating how pet characteristics and attachment levels shape product choices between dog and cat owners

Abstract

In Portuguese families, pets play a more active role, which will influence their owner’s purchasing intentions. This study analyses how dimensions such as the type of pet (dog or cat), the level of attachment between owner and pet, and the anthropomorphism level in which the pet is perceived will influence the owner’s purchasing intentions, and how that will have an influence in the anthropomorphic pet product industry. These anthropomorphic products (those not essential to the pet’s survival, and usually associated with human characteristics), are most likely to be purchased by those owners who have stronger bonds and consequently higher attachment levels with their pets. Additionally, the level of anthropomorphism was proven to be the same between cat and dog owners, which contradicts the current literature. Finally, having a more active and playful pet was confirmed to influence the owners' purchasing intention positively. The study uses a mixed-method approach, where both in-depth interviews and a survey were conducted.