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1 – 1 of 1Bikramjit Rishi, Atul Shiva and Ritika Sharma Israney
The phenomenal growth in dog ownership, dog-related products and services consumption, and the development of the pet industry emphasizes the need for a deeper understanding of…
Abstract
Purpose
The phenomenal growth in dog ownership, dog-related products and services consumption, and the development of the pet industry emphasizes the need for a deeper understanding of dog-human companionship. This study explored different dimensions of willingness to buy and pay for dog-human companionship.
Design/methodology/approach
The study was conducted among dog owners (N = 337). The data was collected from the dog owners through an adapted questionnaire. Variance-based Partial Least Square Structural Equation Modeling (PLS-SEM) was applied to understand the relationship among the variables under study.
Findings
The results of the data analysis revealed that specialty purchases and activity/youth had a significant association with willingness to pay for dog companionship. However, boundaries predict the willingness to buy products and services related to dogs. In addition, there was a significant difference between males and females regarding buying intentions, wherein females were willing to buy dog products in the Indian context.
Originality/value
This study provides significant dimensions of willingness to buy and pay for the pet industry. The results of this study can help managers draft marketing strategies to influence dog owners.
Details