A Study on the Selection Attributes Affecting Pet Food Purchase: After COVID-19 Pandemic

Abstract

This study aimed to test empirically a theoretical model defining the selection attributes of pet food, which are increasing notably in Korea. The proposed model incorporates three phases: Selection attributes, recommendation and attitude, and purchase intention. A total of 450 questionnaires were issued, and the survey results were analyzed to verify the reliability and validity of the measured variables. A Structural Equation Model (SEM) was used to test the hypotheses of the study. The results showed that package design, price fairness, brand reputation, and perception of product healthiness positively affected both recommendation and attitude; moreover, purchase intention was enhanced by recommendation and attitude. However, the relationships between attributes, recommendation, and attitude differed among pet food shopping channels. This study analyzed the relationships between the selection attributes of pet food, recommendation, and attitude when customers bought pet food. It further analyzed how the relationship between selection attributes and recommendation, and the relationship between selection attributes and attitude differed between groups using online and offline channels for their purchase during COVID19 pandemic.

It Keeps the Good Boy Healthy from Nose to Tail: Understanding Pet Food Attribute Preferences of US Consumers

“…Veterinarian studies have found that pet owners actively seek specific product attributes when purchasing pet food and consider their vet and the Internet as essential information sources when it comes to pet food purchases [ 19 , 41 ]. These findings have been confirmed by Park and Um (2021) and Kwak and Cha (2021) in their research on pet food purchases and consumer behaviour in times of COVID-19 [ 25 , 42 ]. Park and Um’s research (2021) adds value to the body of literature on pet food [ 25 ], as the study presents consumer clusters based on varying degrees of interest and involvement in pet food purchasing.…”

Health-Conscious Pet Owner and Premium Pet Food Purchasing in Thailand

“…Furthermore, product characteristics: brand reputation, nutrition, packaging and quantity are more considerable than price and marketing on consumer's decision. This show the similarity to the study in Korea from Kwak and Cha (2021), the author finds that brand reputation, perception of product healthiness as well as price fairness have a positive effect on consumers' attitude toward pet food purchasing. Packaging, price and product healthiness influence the purchasing behavior for offline customers while only price influences online customers.…”

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