Pet Owners' Sustainability Interest Outweighs Purchasing Habits, Study Finds
A recent study by Lonnie Hobbs Jr., Ph.D., at Kansas State University has shed light on pet owners' attitudes towards sustainability. The research, presented on September 9, 2025, reveals a gap between pet owners' interest in sustainability and their actual purchasing habits. The study found that while many pet owners express interest in sustainability, their buying decisions often don't reflect this. This discrepancy is not unique to pet owners; it's a trend seen across many consumers. However, when it comes to specific sustainability-related claims, pet owners showed a higher willingness to pay for animal welfare attributes than environmental ones. The survey also highlighted that pet owners don't necessarily see a clear distinction between animal welfare and environmental impact. Instead, they consider them overlapping aspects of sustainability. For dog owners, sustainability means respecting and protecting the environment while caring for their pets, such as choosing regional and organic pet food, minimizing ecological footprints during travel, and following 'Leave-No-Trace' principles. Interestingly, only 8% of pet owners considered sustainability in their actual pet food purchases. However, 28% were influenced by a bundle of features under a sustainability umbrella. This suggests that defining specific claims can be beneficial, as the term 'sustainability' has different meanings to different people. The study by Lonnie Hobbs Jr. underscores the need for clearer communication about sustainability in the pet industry. While pet owners are not currently willing to pay extra for sustainability, they are more willing to pay for specific animal welfare attributes in pet food. Educating pet owners about the tradeoffs between animal welfare and environmental sustainability could help bridge the gap between their interest and their purchasing decisions.
