THE INFLUENCE OF ATTITUDES TOWARD PETS, RELIGIOUS BELIEFS, AND RITUALS ON THE INTENTION TO UTILIZE PET FUNERAL SERVICES

Abstract

This study aims to examine the factors influencing the intention to use pet funeral services among residents in Bangkok and its metropolitan area, focusing on attitudes toward pets, religious beliefs, and ritual practices. The research is conducted within the context of a modern society in which pets have been elevated from property to family members. Data were collected through an online questionnaire from 400 dog and cat owners. The findings revealed that respondents had a highly positive attitude toward pets, perceiving them as valuable family members who deserve proper care and attention. Their attitudes toward religious beliefs and ritual practices were also at a high level. Statistical analysis indicated that both attitudes toward pets (β = 0.672) and religious beliefs (β = 0.506) had a significant positive influence on the intention to use pet funeral services, whereas beliefs about ritual practices showed no significant effect. Regarding willingness to pay, approximately one-third of respondents were unwilling to pay for pet funeral services. Among those willing to pay, most set a budget not exceeding 1,500 Thai Baht, with expenses mainly focused on religious offerings and commemorative items rather than aesthetic decorations. The study provides insights into consumer behavior and can guide the development of pet-related businesses and policies, particularly by designing services that address the emotional connection, love, and psychological value that pet owners attribute to their pets as genuine members of the family.