International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


Testing theory of planned behavior and product properties to examine intention to buy dog food: evidence from Thailand

Author(s): Kamon Parkprasert, Achara Chandrachai, Chaleeda Borompichaichartkul, Nutthee Am-In

In the last five years, people's attitudes toward dogs have shifted dramatically. While a massive industry like dog food has emerged primarily to provide a healthier option for dogs. Also, there are new markets that are rapidly increasing, such as dog food flavoring agents. However, these products are not essential for the proper care of dogs. But it can make a significant difference to the products. This research examines attitudes towards dogs. that the psychological factors influence the desire to purchase flavoring agents to make dog food more appetizing to dogs, according to the Testing Theory of Planned Behavior and Product Properties to examine Intention to Buy Dog Food And also Our findings show that uncertain of their knowledge, self-centric view, dog-centric view, social context from veterinarians, and ability to control the outcome from flavoring agent products were all theoretical factors that influenced the desire to purchase flavoring agents. To identify product properties that are related to purchase intention, such as providing a variety of flavor alternatives, consistent nutrition, a simple method, adding palatability to food without soaking it, and using natural raw elements as components. Furthermore, attitudes regarding dogs did not appear to be related to product purchasing intentions. The insights gathered from this study can be applied to the marketing of currently available dog food flavoring products. Including, the development of new items that satisfy the needs of consumers.

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