Influencing Factors of Sichuan Consumers' Purchase Intention on Pet Products Based on Consumer Psychology Theory

Abstract

Health-conscious consumers show a growing preference for the selection of pet foods over the traditional foods for their pet consumption. This article will discuss factors that affect the change in consumer behavior based on the consumer psychology theory toward pet foods. The influencing factors are herd psychology, realistic psychology, preference psychology, advantage-taken psychology, face psychology, and comparing psychology relating to purchase intention. The three research objectives are; to analyze the characteristics of Sichuan consumers’ purchase intention of pet products based on the theory of consumer psychology, to explore the impacts of influencing factors relating to purchase intention of pet products and to suggest the improvement of pet product sales through the corresponding consumer psychology theory.