Purchase intention of pet foods enriched with Saccharomyces Cerevisae: A behavioral analysis of pet owners
DOI:
https://doi.org/10.36517/contextus.2026.96609Keywords:
functional foods; management; marketing; social influence; pet foods.Abstract
Background: The growing concern with pet health and nutrition has driven the development of functional foods enriched with bioactive ingredients, such as Saccharomyces cerevisiae. Despite its recognized benefits, consumer acceptance, particularly among pet owners, remains contingent on behavioral and perceptual factors, which can be effectively examined through the Theory of Planned Behavior (TPB).
Purpose: This study aims to examine pet owners’ purchase intention toward pet food enriched with Saccharomyces cerevisiae and to analyze how attitudinal, social, and perceived behavioral control factors influence purchase intention and actual purchasing behavior.
Method: A quantitative approach was employed using a structured survey grounded in the TPB framework. Data were collected from a sample of 396 pet owners. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), allowing for the examination of relationships between latent constructs, including attitudes, subjective norms, perceived behavioral control, purchase intention, and actual behavior.
Results: The findings revealed that subjective norms emerged as the strongest predictor of purchase intention, followed by attitudes and perceived behavioral control. Furthermore, purchase intention demonstrated a significant and positive effect on actual purchasing behavior. Pet owners who perceived greater social support and held favorable attitudes toward the functional benefits of Saccharomyces cerevisiae exhibited higher levels of intention to purchase enriched pet food products.
Conclusions: The study highlights the central role of social influence in shaping consumer decision-making in the context of functional pet foods. These results suggest that marketing strategies should prioritize educational and socially oriented communication efforts, reinforcing both the perceived benefits of the ingredient and the normative support surrounding its adoption.
References
ABINPET. (2024). General sector information. https://abinpet.org.br/informacoes-gerais-do-setor/
Ai, C., Akaichi, F., Glenk, K., Revoredo-Giha, C., & Costa-Font, M. (2025). What drives pet food choices? A systematic review. Animals, 15(22), 3235. https://doi.org/10.3390/ani15223235
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Process, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
ALLTECH. (2024). 2024 Alltech Agri-Food Outlook. https://www.alltech.com/agri-food-outlook
Araújo, A., Marques, I.A., Moreno, L.L., & García, P.C. (2025). Bridging the attitude-behavior gap in sustainable tourism: an extended TPB model of green hotel purchase intentions. Tourism and Hospitality, 6(4), 215. https://doi.org/10.3390/tourhosp6040215
Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lahtenmaki, L., & Shepherd, R. (2008). Predicting intentions purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2–3), 443–454. https://doi.org/10.1016/j.appet.2007.09.010
Baker, M.T., Lu, P., Parrella, J.A., & Leggette, H.R. (2022). Consumer acceptance toward functional foods: A scoping review. International Journal of Environmental Research and Public Health, 19(3), 1217. https://doi.org/10.3390/ijerph19031217
Bandura, A. (1978). Self-efficacy: Toward. A unifying theory of behavioral change. Advances in Behaviour Research and Therapy, 1(4), 139–161. https://doi.org/10.1016/0146-6402(78)90002-4
Capitão, C., Martins, R., Feteira-Santos, R., Virgolino, A., Graça, P., Gregório, M. J., & Santos, O. (2022). Developing healthy eating promotion mass media campaigns: A qualitative study. Frontiers in Public Health, 10, 931116. https://doi.org/10.3389/fpubh.2022.931116
Chinie, C., Biclesanu, I., & Bellini, F. (2021). The impact of awareness campaigns on combating the food wasting behavior of consumers. Sustainability, 13(20), 11423. https://doi.org/10.3390/su132011423
Chua, Y. P. (2024). A step-by-step guide to SMARTPLS 4: analysis using PLS-SEM, CB-SEM, process and regression. Researchtree.
Creswell, J. W., & Creswell, J. D. (2021). Research project: qualitative, quantitative, and mixed methods. Penso.
Cui, Y., Li, D., Zhang, M., Liu, P., Wang, H., Li, Y., & Wu, Y. (2024). The effects of dietary Saccharomyces cerevisiae supplementation on gut microbiota composition and gut health in aged labrador retrievers. Animals, 14(12), 1713. https://doi.org/10.3390/ani14121713
Davenport, G. M., Block, S. S., & Adolphe, J. L. (2023). Effect of extruded pet foods containing dried yeast (Saccharomyces cerevisiae) on palatability, nutrient, digestibility, and fecal quality in dogs and cats. Translational Animal Science, 7(1), txad107. https://doi.org/10.1093/tas/txad107
Esfandiar, K., & Hadinejad Kazimiersska, A.H. (2025). A critical review of the Theory of Planned behaviour in tourism research. Current Issues in Tourism, 1-15. https://doi.org/10.1080/13683500.2025.2522246
Faustino-Dias, A.F., Mariani, M.A.P., & Araújo, G.A. (2025). What drives ecotourism consumption? A qualitative TPB application. Cuadernos de Turismo, (56), 39-66. https://doi.org/10.6018/turismo.685661
Fauzi, M.A., Hasan, M.N., Zulkepeli, L., & Karuppiah, K. (2025). Organic food consumption and the theory planned behaviour: Science mapping of presente and future trends. British Food Journal, 127(8), 2741-2758. https://doi.org/10.1108/BFJ-09-2024-0931
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: na introduction to Theory and Research. Addison-Wesley.
Fishbein, M., & Ajzen, I. (2011). Predicting and changing behavior: The reasoned action approach. Psychology Press.
Gizzarelli, M., Calabró, S., Vastolo, A., Molinaro, G., Balestrino, I., & Cutrignelli, M. I. (2021). Clinical findings in healthy dogs fed with diets characterized by different carbohydrates sources. Frontiers in Veterinary Science, 8, 667318. https://doi.org/10.3389/fvets.2021.667318
Grand View Research. (2026). Pet care market (2026 – 2033): Size, share & trends analysis report pet type (dog, cat, fish, bird, and others). http://grandviewresearch.com/industry-analysis/pet-care-market
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Multivariate data analysis. Bookman.
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squats structural equation modeling (PLS-SEM). SAGE Publications.
Holdsworth, S., Sandri, O., Thomas, I., Wong, P., Chester, A., & McLaughlin, P. (202). The use of the theory of planned behaviour to assess graduate atributes for sustainability. Environmental Education Research, 26(2), 275-295. https://doi.org/10.1080/13504622.2019.1700218
Ishii, P.E., Teixeira, F.A., Lin, C.Y., Naqvi, S.A., Sardi, M.I., Norton, S.A., Jarett, J.K., Khafipour, E., Frantz, N., Chakrabarti, A., & Suchodolski, J.S. (2025). Effects of a Saccharomyces cerevisae fermentation product on diet palatability and feline intestinal health, immunity, and microbiome. Animals, 16(17), 2551. https://doi.org/10.3390/ani15172551
Kazimierska, K., Biel, W., Witkowicz, R., Karakulska, J., & Stachurska, X. (2021). Evaluation of nutritional value and microbiological safety in commercial dog food. Veterinary Research Communications, 45(2-3), 111–128. https://doi.org/10.1007/s11259-021-09791-6
Kotler, P., Keller, K.L., & Chernev, A. (2024). Marketing management. 16 ed. Bookman.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22(14), 55.
Linne, J., & Angilletta, F. (2024). Living together, loving together: Pet families in the 21st century. The History of the Family, 29, 182–200. https://doi.org/10.1080/1081602X.2023.2300629
Magnusson, I., & Verbeke, W. (2006). Sustainable food consumption: exploring the consumer “atitude-behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19, 169–194. https://doi.org/10.1007/s10806-005-5485-3
Magnusson, M. K., Arvola, A., Hursti, U. K. K., Aberg, L., & Sjoden, P. O. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103(3), 209–227. https://doi.org/10.1108/00070700110386755
Malhotra, N. K. (2019). Marketing research: An applied orientation. Bookman.
Maturana, M., Castillejos, L., Martin-Orue, S. M., Minel, A., Chetty, O., Felix, A. P., & Lesaux, A. A. (2023). Potential benefits of yeast Saccharomyces and their derivates in dogs and cats: A review. Frontiers in Veterinary Science, 10, 1279506. https://doi.org/10.3389/fvets.2023.1279506
McConnell, A. R., Lloyd, E. P., & Humphrey, B. T. (2019). We are family: Viewing pets as family member improves wellbeing. Anthrozoös, 32(4), 459–470. https://doi.org/10.1080/08927936.2019.1621516
McEachan, R.R.C., Conner, M., Taylor, N.J., & Lawton, R.J. (2011). Prospective prediction of health-related behaviours with the Theory of Planned Behaviour: A meta analysis. Health Psychology Review, 5(2), 97-144. https://doi.org/10.1080/17437199.2010.521684
National Health Council. (2016). Resolution No. 510, of April 7, 2016. https://bvsms.saude.gov.br/bvs/saudelegis/cns/2016/res0510_07_04_2016.html
Nor, S.M.M., Abdullah, H., Zaremohzzabieh, Z., Osman, S., & Jafar, W.M.W. (2025). Predicting healthy lifestyle behavior among married people: Integrating theory of planned behavior, health belief model, body image dissatisfaction and habit. Health Education, 125(2), 202-215. https://doi.org/10.1108/HE-02-2023-0023
Oliveira-Matheus, L.F., Risolia, L.W., Ernandes, M.C., Souza, J.M., Oba, P.M., Vendramini, T.H.A., Pedrinelli, V., Henríques, L.B.F., Massoco, C.O., Pontieri, C.F.F., & Brunetto, M.A. (2021). Effects of Saccharomyces cerevisae cell wall addition on feed digestibility, fecal fermentation and microbiota and immunological parameters in adult cats. BMC Veterinary Research, 17, 351. https://doi.org/10.1186/s12917-021-03049-8
Ozel, Ç.H., & Çoban, E. (2023). Tourists’ intention to visit a destination where child labor is employed: Na application of the theory of planned behavior (TPB). Journal of Hospitality and Tourism Insights, 6(5), 2382-2399. https://doi.org/10.1108/JHTI-05-2022-0203
Pai, C.J., LePage, B.A., Ng, E., & Fang, W.T. (2024). Using the theory of planned behavior to examine the environmental behavior of roadrunners in Taiwan. Discover Sustainability, 5. https://doi.org/10.1007/s43621-024-00731-3
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pedrinelli, V., Rossi, A., & Brunetto, M. A. (2024). Theory of Planned Behavior applied to the choice with preservatives by owners and for their dogs. PLoS One, 19(6), e0306288. https://doi.org/10.1371/journal.pone.0294044
Peters, R.M., & Templin, T.N. (2010). Theory of Planned Behavior, self-care motivation, and blood pressure self-care. Research and Theory for Nursing Practice, 24(3), 172-186. https://doi.org/10.1891/1541-6577.24.3.172
Ponte, L.G.S., Ribeiro, S.F., Pereira, J.C.V., Antunes, A.E.C., Bezerra, R.M.N., & Cunha, D.T. (2025). Consumer perceptions of functional foods: A scoping review focusing on non-processed foods. Food Reviews International, 41(6), 1738-1756. https://doi.org/10.1080/87559129.2025.2453030
Prata, J. C. (2022). Survey of pet owner attitudes on diet choices and feeding practices for their pets in Portugal. Animals, 12(20), 2775. https://doi.org/10.3390/ani12202775
Qi, S., Niu, M., & Guan, Z. (2025). Promoting pro-envionmental behavior among university students through Sustainability education and institutional support: A mediated moderation model. Sustainability, 17(22), 10069. https://doi.org/10.3390/su172210069
Que, Z., Wang, S., Wei, M., Fang, Y., Ma, T., Wang, X., & Sun, X. (2024). The powerful function of Saccharomyces cerevisae in food science and other fields: A critical review. Food innovation and Advances, 3(2), 167-180. https://doi.org/10.48130/fia-0024-0016
Rombach, M., & Dean, D.L. (2026). Exploring predictors of US consumers’ pet food preferences: Spoiling them one bite at a time! Pets, 3(1), 8. https://doi.org/10.3390/pets3010008
Sabio, R. P., & Spers, E. E. (2022). Consumers’ expectations on transparency of sustainable food chains. Frontiers in Sustainable Food Systems, 6, 853692. https://doi.org/10.3389/fsufs.2022.853692
Schleicher, M., Cash, S. B., & Freeman, L. M. (2019). Determinants of pet food purchasing decisions. Canadian Veterinary Journal, 60(6), 644–650.
Sheeran, P. (2002). Intention-behavior relations: A conceptual and empirical review. European Review of Social Psychology, 12(1), 1–36. https://doi.org/10.1080/14792772143000003
Shetu, S.N. (2024). Application of Theory of Planned Behavior (TPB) on faz-food consumption preferences among Generation Z in Dhaka City, Bangladesh: An empirical study. Journal of Foodservice Business Research, 27(3), 320-355. https://doi.org/10.1080/15378020.2022.2086420
Sniehotta, F. F., Scholz, U., & Schwarzer, R. (2005). Bridging the intention-behaviour gap: Planning, self-efficacy, and action control in the adoption and maintenance of physical exercise. Psychology & Health, 20(2), 143–160. https://doi.org/10.1080/08870440512331317670
Sui, D., He, J., & Lv, X. (2024). Investigating the impact of the Theory of Planned Behavior and food literacy on green food purchasing among Chinese baby boomers, Generation X, and Generation Y. Sustainability, 16(23), 10467. https://doi.org/10.3390/su162310467
Swanson, K. S., Carter, R. A., Yount, T. P., Aretz, J., & Buff, P. R. (2013). Nutritional sustainability of pet foods. Advances in Nutrition, 4(2), 141–150. https://doi.org/10.3945/an.112.003335
Verbeke, W. (2005). Agriculture and the food industry in the information age. European Review of Agricultural Economics, 32(3), 347–368. https://doi.org/10.1093/eurrag/jbi017
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: exploring the consumer “atitude-behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19, 169–194. https://doi.org/10.1007/s10806-005-5485-3
Vinassa, M., Vergnano, D., Valle, E., Giribaldi, M., Nery, J., Prola, L., Bergero, D., & Schiavone, A. (2020). Profiling Italian cat and dog owners’ perceptions of pet food quality traits. BMC Veterinary Research, 16, 131. https://doi.org/10.1186/s12917-020-02357-9
Weiss, T. (2014). Understanding the influencing factors on the pet food sector: Industry structure, dynamics and business strategies (Master’s thesis). Wageningen University. https://edepot.wur.nl/300983
Wilson, S. M., Oba, P. M., Koizol, S. A., Applegate, C. C., Soto-Dias, K., Steelman, A. J., Panasevich, M. R., Norton, S. A., & Swanson, K. S. (2022). Effects of a Saccharomyces cerevisiae fermentation product-supplemented diet on circulating immune cells and oxidative stress markers of dogs. Journal of Animal Science, 100(9), skac245. https://doi.org/10.1093/jas/skac245
Xu, J., Wen, C., Song, G., Lesaux, A.A., Zhang, H., & Luo, Y. (2025). Effect of yeast probiotic Saccharomyces cerevisae on the gut health of dogs undergoing rapid dietary transition. Frontiers in Microbiology, 16, 1561660. https://doi.org/10.3389/fmicb.2025.1561660
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Journal: only for the 1st publication
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The authors, while doing the submission, accept the notice below:
We authors hold the copyright related to our paper and transfer Contextus journal the right for the first publication with a Creative Commons’ international license of the modality Attribution – Non-commercial 4.0, which in turn allows the paper to be shared providing that both the authorship and the journal’s right for initial release are acknowledged.
Furthermore, we are aware of our permission to take part in additional contracts independently for non-exclusive distribution of the version of our work published in this journal (e.g. publishing it in an institutional repository or as a book chapter), while acknowledging both the authorship and the journal’s initial publication.
We also certify that the paper is original and up to this date has not been released in any other journal, Brazilian or of another nationality, either in Portuguese or another language, as well as it has not been sent for simultaneous publication in other journals.
Last, we not only know that plagiarism is not tolerated by Contextus but also certify the paper presents the sources of passages from cited works, including those authored by ourselves.
1.jpg)
1.jpg){kind=small}
1.jpg)
1.jpg)
.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
2.png)
2.jpg)
1.jpg)
1.jpg)
1.jpg)
1.jpg)
