Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services

Abstract

Purpose

Pets reflect the identity and moral values of their owners. The purpose of this study is to examine how pet owners’ political identity (liberal–conservative) influences the relationship they forge with their pets as well as their purchase behaviors of pet-related products and services.

Design/methodology/approach

This study conducted two surveys of pet owners with different political identities and measured both their relationship with their pets and their purchase intentions of medical-related products and services as well as luxury accessories. Two secondary data sources were used to provide additional support.

Findings

This study shows that, on one hand, pet owners anthropomorphize their pets as if they were human equals. On the other hand, they consider themselves masters and emphasize control. The former aligns with the individualizing values endorsed by liberals, while the latter aligns with conservatives’ binding values. Reflecting their different values and owner-pet relationship characteristics, liberals and conservatives exhibit different purchase patterns. Liberals are more likely to buy medical-related products and services, while conservatives are more likely to buy branded luxury accessories for their pets.

Research limitations/implications

Both primary studies are survey-based and data are correlational in nature. In addition, the samples are limited to the USA. While research suggests that the liberal-conservative continuum is universal, additional research is needed to generalize the findings to other countries.

Practical implications

Understanding the owner-dog relationship in the context of political identity and the effect of these relationships on dog owners' purchases offer interesting managerial implications in terms of product offerings, retail assortment decisions of related products and pet product branding.

Originality/value

While dog ownership and related purchases are on the rise, research on owner-pet relationships is scant. This study provides theoretical contributions and implications by going beyond general relationship closeness and bringing in the role of owners’ (political) identity.

Citation

Xia, L., Wang, J.(F). and Gao, F. (2024), "Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services", European Journal of Marketing, Vol. 58 No. 9, pp. 2061-2094. https://doi.org/10.1108/EJM-02-2023-0074