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Jesselton Journal of Educators and Scholars

Abstract

The increasing tendency to view pets as family members has transformed consumer behaviour in contemporary pet care markets, particularly in relation to preventive and wellness-oriented consumption. This study examines how pet-parenting attitudes shape consumer decision-making and expenditure on preventive pet care in an emerging urban context. Grounded primarily in Consumer Culture Theory, with the Theory of Planned Behavior as a supporting lens, the study adopts a quantitative approach using survey data collected from 400 urban pet-owning households. The findings indicate that pet-parenting attitudes exert a significant positive influence on preventive and wellness-oriented pet care expenditure. This influence operates both directly and indirectly through consumer decision-making mechanisms, notably trust in veterinarians and perceived risk associated with purchase channels. Professional trust legitimises preventive spending, while perceived online risk constrains expenditure unless mitigated by professional endorsement. Household income plays a reinforcing but secondary role relative to attitudinal and cultural factors. This study extends consumer culture research into the underexplored domain of pet care and animal health markets and highlights the importance of identity, responsibility, and decision-making processes in shaping preventive consumption behaviour. The findings offer implications for pet care brands, veterinary professionals, and digital platforms promoting preventive and wellness-oriented pet care.

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