Is Your Pet Healthy? A Study on the Acceptance of Organic Food for Pets

Abstract

Global market data indicates that pet food is on the rise, with a projection to occupy a high percentage of the mar- ket for animal products by the year 2021. Given the need for more research related to the pet-human bond from a consumer behavior perspective and the lack of knowledge related to the organic food market for pets, specifically in Medellín (Colombia), this quantitative research explores the acceptance of these products in the city. It also seeks to explore the attitudes and purchase intention towards this type of food and its relation with the humanization of pets. The online survey collected 150 responses of consumers between 18 and 65 years of age, belonging to medium and high socioeconomic levels (4, 5 and 6) in the city. Findings indicate that women have the most positive attitudes towards organic food for pets. More positive attitudes towards this type of food lead to a greater purchase intention. Regarding the level of humanization of pets, there are no significant differences among respondents. The study con- tributes to the understanding of this type of food market in the capital of Antioquia.