The Effect of Dog Organic Feed Brand Safety on Payment Intentions

다국어 초록 (Multilingual Abstract)

The dog organic feed market is rapidly growing due to various factors such as humanization phenomenon, eco-friendly/sustainability trend, and increased demand for customized pet food. For the purpose of research, the purpose of this study is to demonstrate the positive (+) effect of dog organic feed brands on safety and intention to pay and the mediating effect of safety. In order to demonstrate the positive effect of dog organic feed brands on safety and intention to pay, and the mediating effect of safety, an online survey and multiple regression mediating effect were conducted on 175 dog organic feed users in the Seoul metropolitan area for about three weeks from June 21, 2025. As a result of the analysis, it was found that the premium image had a strong positive (+) effect on the safety perception of dog food (β=0.343), and that consumers use the high-end image as a key criterion for safety evaluation. This suggests that brands should build a premium and reliable image through an integrated marketing strategy and increase safety awareness by emphasizing eco-friendly and functional raw materials. In addition, 'healthy materials' were identified as the most powerful and significant key factor influencing consumers' willingness to pay (β=0.405). Since consumers make the quality and health effects of raw materials the top priority of their willingness to pay, brands should create synergy through luxurious packaging and storytelling along with emphasizing the quality and efficacy of products. In conclusion, the recognition of 'safety' for dog organic feed brands plays an important role in strengthening the willingness to pay.