Audience segmentation of New Zealand cat owners: Understanding the barriers and drivers of cat containment behavior.

ABSTRACT: Free-roaming companion cats have a detrimental impact on the environment and are at risk of harm. Despite these negative impacts, it is the norm in New Zealand (NZ) to allow companion cats to roam freely and only a minority of cat owners practice cat containment. This study firstly sought to identify what factors act as barriers and drivers of NZ owners' participation in cat containment, and secondly whether NZ owners could be segmented into unique audiences based on the factors predicting their cat containment behavior. It was hypothesized that cat owners with greater capability, opportunity, and motivation to perform cat containment would have greater cat containment intentions and behavior. Furthermore, it was expected that at least three segments of cat owners would exist in NZ which d

SUBMITTER: Chamberlain SAE 

PROVIDER: S-EPMC10781190 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature