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

Abstract

In Thailand, the market value of premium pet food has been significantly increasing overtime. Simultaneously, consumers also increasingly demand healthy food to satisfy healthy lifestyle which is trendy nowadays. This phenomenon seems to grow with the same direction so the purpose of this study is to investigate the influence of health-consciousness lifestyle on the food choice for pets by using the logistic regression. The questionnaire was distributed to pets’ owners who keep dogs or cats or keep both. The result shows that health-conscious pet owners are more likely to purchase premium pet food. In addition, the owners who have pet humanization attitude are the premium pet food purchaser. It also shows that health-conscious owners with high income and have no children are more likely to purchase premium pet food. This paper represents one of the very first attempts to study the owner's healthy perspective and pet food purchasing. Therefore, the findings have the implications for pet food company toward their marketing strategies in order to generate advantages and catch up with the trend more effectively.