Pet Humanisation: What is it and Does it Influence Purchasing Behaviour?-Juniper Publishers
JUNIPER PUBLISHERS - OPEN ACCESS JOURNAL OF DAIRY & VETERINARY SCIENCES Abstract This opinion paper defines and explores the concept of pet humanisation. In particular, we discuss how the concept has been measured in previous research and argue that an accurate and comprehensive instrument needs to be developed to measure the concept. Until such time, the influence of pet humanisation on the behaviour of pet owners cannot be truly ascertained. We are sceptical that pet humanisation, as it is defined, is in fact driving growth in the pet food market. Introduction Pet humanisation has received a lot of attention in the mainstream media and academic literature in recent years. In particular, the relationship between humans and companion animals has been explored by authors in the psychology and sociology disciplines [ 1 , 2 ]. It has been variously defined, but in general it can be thought of as a circumstance in which pet owners