Consumer willingness to buy and pay for dog-human companionship: a combination of SEM and NCA approaches

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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/valueThis 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.