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

SIMPLE SUMMARY: Understanding the importance consumers place on pet food product attributes is relevant for marketing managers in food and specialized pet supplies retailers, as this information allows them to identify how to modify or develop products to match the needs and wants of different consumer groups. The study proposes a model that investigates the importance pet owners place on convenience, natural ingredients, and claims on the packaging (such as value and healthiness) as product attributes. ABSTRACT: The study provides insights for marketing managers in specialized pet supplies retailers, as well as for vets and animal welfare organizations. This study proposes a model that investigates the importance pet owners place on convenience, natural ingredients, and value and health claims as product attributes. For this purpose, an online survey with a sample size of 206 pet-owning US residents was conducted. Partial least squares structural equation modelling shows that pet food purchase involvement positively impacts subjective and objective knowledge about pet food. Subjective knowledge appears to be the strongest factor impacting the importance consumers place on all three attributes. This is followed by objective knowledge. Socio-demographic factors such as gender, age, income, and education appear to have a limited impact as predictors for the importance consumers place on the product attributes.