Data showed that 49.58% of respondents held an identical outlook for dogs and themselves and 79.09% of respondents were within one point of similarity, supporting Schleicher et al.’s (2019) prior findings that 53% of respondents had the same outlook of importance when buying healthy food for their pet versus themselves.
The research showed a slight preference for owners to avoid highly-processed foods for their dogs in comparison to themselves.
Products that match a consumer self-image have a greater probability of purchase, as the purchase contributes to the self-concept. For example, if a consumer sees themselves as caring deeply for their own nutrition, they will have higher motivation to purchase a highly nutritious food for their dog, such as raw dog food, as they want to give their dog the very best food (Schiffman, 2019; Blythe, 2019).
Dodd et al. (2019) found a clear correlation between vegans feeding their dogs a plant diet which can be seen as part of the consumer identity, related to esteem and self-actualisation as part of the extended-self (Garay, 2021). These consumers have rationalised feeding their biologically carnivorous dogs a plant-based diet; likely to be an emotional decision – driven by both conscious and unconscious motivations.
Research carried out by Green (2023) showed a clear correlation between outlooks on their personal consumption of highly-processed foods versus highly-processed dog food options, the correlation can be visualised (see below):