Pet humanisation impact on insurance purchase intentions: A novel predictive model integrating health beliefs and planned behaviour

Authors

• Krittee Dejyong, School of Management Science, Sukhothai Thammathirat Open University; Faculty of Veterinary Science, Prince of Songkla UniversityFollow
• Puripat Charnkit, School of Management Science, Sukhothai Thammathirat Open UniversityFollow
• Suree Khemthong, School of Management Science, Sukhothai Thammathirat Open UniversityFollow

Abstract

This study investigates pet health insurance purchase intentions in Southern Thailand by integrating the Health Belief Model (HBM) and Theory of Planned Behaviour (TPB). Analysing 421 owners, the research identifies a profound sociocultural shift toward “pet humanisation” (79.1%), where ownership duration exceeding six years (P = 0.0053) is the primary demographic driver. Comparative analysis shows that the “pet humanisation” group exhibits significantly higher purchase intentions (P = 0.0374) and benefit recognition (P = 0.0012) than traditional owners. The integrated HBM-TPB model significantly outperforms. Multiple linear regression confirms the integrated framework’s superior predictive efficacy for purchase intention (R² = 0.9230), highlighting the synergy between personal beliefs and subjective norms. Furthermore, simple linear regression demonstrates that while “subjective norms” drives traditional owners, “benefit recognition” leads the humanisation cohort. Despite high psychological readiness, a 64.8% potential market opportunity remains due to perceived barriers. The study concludes that leveraging veterinarians as “cues to action” and focusing on emotional branding are essential to converting latent intent into policy ownership.

DOI

10.56808/2985-1130.4091

First Page

1

Last Page

9

Recommended Citation

Dejyong, Krittee; Charnkit, Puripat; and Khemthong, Suree (2026) "Pet humanisation impact on insurance purchase intentions: A novel predictive model integrating health beliefs and planned behaviour," The Thai Journal of Veterinary Medicine: Vol. 56: Iss. 4, Article 10.
DOI: https://doi.org/10.56808/2985-1130.4091
Available at: https://digital.car.chula.ac.th/tjvm/vol56/iss4/10