Rombach Meike, Dean David L
Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand.
Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand.
Animals (Basel). 2021 Nov 19;11(11):3301. doi: 10.3390/ani11113301.
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.
该研究为专业宠物用品零售商的营销经理以及兽医和动物福利组织提供了见解。本研究提出了一个模型，该模型调查了宠物主人对便利性、天然成分以及产品属性的价值和健康声明的重视程度。为此，对206名拥有宠物的美国居民进行了一项在线调查。偏最小二乘结构方程模型表明，宠物食品购买参与度对宠物食品的主观和客观知识有积极影响。主观知识似乎是影响消费者对所有三个属性重视程度的最强因素。其次是客观知识。性别、年龄、收入和教育等社会人口因素作为消费者对产品属性重视程度的预测因素，其影响似乎有限。
