Formative Research on Consumer Demand for Exotic Pets to Inform Social and Behavioural Change Initiatives
In-depth consumer research in Japan revealed that the sense of Iyashi (mental healing properties) and Kawaii (cuteness) people find in animals are the most significant underlying motivations for owning exotic pets. In the face of growing popularity of exotic pets globally, the study calls for consumer behaviour change through targeted communications and social mobilization.
The plight of the threatened Small-clawed Otters Aonyx cinereus is a stark example where the recent boom in Japan fuelled by mass media and social media has led to a sudden increase in illegal trade from Southeast Asia.
The top drivers of pet ownership among current owners and intended owners of exotic pets are the idea of “Iyashi” (the healing properties of the animal) and “Kawaii” (the cuteness of the animal).
The study further sheds light on the various types of consumers and what critical touchpoints influence their journey to purchase an exotic pet.
- Intenders of exotic pets were more likely to be younger (aged 18–34) and are more likely to be full-time students compared to Owners and Non-owners/Non-intenders.
- Popular intended exotic animals were parrots (22%), hedgehogs (19%), exotic rodents (18%), followed by lizards (15%) and turtles/tortoises (15%).
- Four in ten Intenders (42%) say they are likely or very likely to buy an exotic pet in the next 12 months.
- The top influencing factors for exotic pet intenders were media on social networks (45%), TV (32%) and family/relatives (29%).
- Three segments (Rational, Convenience, and Emotional Bond) were identified amongst owners and intenders based on variations in their motivations towards owning exotic pets.
Read the complete report here.
