A Study of Emotional Bonding Factors Between Pet Owners and Their Pets, Media Perception Factors from Social Media Communities, and Opinion Influencers Affecting Purchase Intention of BARF Food for Pets
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Abstract
The objectives of this research were to analyze key variables influencing BARF purchase intention, namely emotional attachment, perception of information from online communities, and the role of influencers. This research used a quantitative approach, collecting primary data from a sample of 385 pet owners through an online questionnaire designed to measure these variables in detail. The data were analyzed using both descriptive and inferential statistics, including hypothesis testing with Structural Equation Modeling (SEM) to assess the relationships between variables. Secondary data from marketing reports and related research were also used to support the analysis. The study found that online community awareness, which plays a key role in building trust and motivating pet owners to purchase, was the most influential factor in BARF food purchase intention. This was followed by emotional bonding between owners and their pets, with those who exhibited high levels of bonding tending to choose products that promote long-term pet health. Influencers also influenced product recommendations, but did not influence purchase intention. Further data indicated that middle- to high-income pet owners were more likely to purchase BARF food due to its perceived health benefits and their willingness to pay higher prices compared to conventional food. The study reinforces the importance of effectively leveraging marketing strategies that connect consumers' emotions and relationships with brands to cater to Thailand's growing premium market.
Keywords: Emotional Bonds, Pets, Social Media, Influencers, BARF Diet
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