@inproceedings{079d0eeb7931424c9f94852f44151a13,
title = "Pet humanisation and pet food purchasing behaviour",
abstract = "This exploratory study examines whether New Zealand cat and dog owners humanise their pets and whether this has an effect on pet food purchasing behaviour. Pet humanisation has been identified as a growing trend in many nations, but no previous research has considered whether this has any influence on owners{\textquoteright} pet food purchasing behaviour. Quantitative data were collected from pet-owning respondents using a structured questionnaire and an intercept technique inside stores. This study developed a 10-item scale to measure pet humanisation and found evidence that about two-thirds of owners do humanise their pet. However, pet humanisation was found to have no significant effect on pet food purchasing behaviour. This is an important finding given the increasing attention that pet humanisation has attracted in academic literature and mainstream media; it suggests that whilst the phenomenon exists, it has little value to pet food marketers as a characteristic to segment pet owners.",
author = "Forbes, \{Sharon L.\} and Suzanne Trafford and Maddy Surie",
year = "2017",
language = "English",
series = "ANZMAC conference proceedings",
publisher = "RMIT University",
pages = "45--45",
editor = "Linda Robinson and Linda Brennan and Mike Reid",
booktitle = "ANZMAC 2017",
note = "ANZMAC 2017 Conference : Marketing for Impact ; Conference date: 04-12-2017 Through 06-12-2017",
}