Research on the Purchase Behavior of Owner-Pet Matching Outfits Based on the Extended Theory of Planned Behavior

With the rapid expansion of the pet economy, owner-pet matching outfits have grown increasingly popular among pet owners. Grounded in the extended theory of planned behavior, this study investigates the key determinants of pet owners' purchase intentions and actual purchase behaviors toward owner-pet matching outfits, and explores the moderating effect of aesthetic risk on the intention-behavior transition. Questionnaire survey data from 222 pet owners were collected for empirical analysis, and regression analysis was adopted to verify the proposed research hypotheses. The empirical results reveal that subjective norms exert a direct promotional effect on consumer purchase behavior and indirectly boost such behavior through the partial mediating role of purchase intention. By contrast, behavioral attitude is positively associated with purchase intention and further stimulates purchase behavior via a full mediating pathway of purchase intention. Perceived behavioral control displays a significant positive direct impact on purchase behavior yet yields no significant effect on purchase intention. Furthermore, purchase intention serves as a robust positive predictor of purchase behavior, whereas aesthetic risk significantly weakens the association between purchase intention and purchase behavior. Brands are suggested to foster consumers' favorable behavioral attitudes by optimizing product design, enriching practical functions, and minimizing potential risks to pets in owner-pet matching outfits. Meanwhile, enterprises should actively shape supportive subjective norms to popularize the owner-pet matching outfit wearing lifestyle. Additionally, brands need to enhance consumption accessibility through diversified sales channels, reasonable pricing strategies and abundant product style options. This study pioneers the application of the extended theory of planned behavior to the emerging field of owner-pet matching outfits, empirically verifying the positive effects of behavioral attitude, subjective norms, and perceived behavioral control on consumers' purchase intention and purchase behavior.