The Influence of Materialism and Self-Congruity on the Relationship of Human With Their Companion Dogs

Abstract

This research examines the relationship of materialism and self-congruity with behavioral problems of dogs and the owners’ intention to abandon them. This study focuses on owners of purebred dogs in Colombia (South America). Using the methodology of confirmatory factor analysis and structural equation modeling, the results show that more materialistic consumers own pets that, in their own opinions, present more behavioral problems. These problems influence owners’ intention to abandon their pets. In addition, materialism appears as a construct that directly influences the intention to abandon the dogs. However, the acquisition based on the congruence between the characteristics of the dog and the owners’ self-concept negatively influences the behavioral problems shown by their pets and, consequently, the intention of the owners to abandon the animals. A social marketing intervention is presented as a part of the conclusions, which focuses on these consumers’ motivations, in order to improve some aspects of the dogs’ welfare in Colombia.