THE INFLUENCE OF EMOTIONAL AND COMPENSATORY CONSUMPTION MOTIVES ON GENERATION Z PET OWNERS' WILLINGNESS TO PAY A PREMIUM FOR PET BOARDING SERVICES

Abstract

This paper conceptually explores the influence of emotional and compensatory consumption motivations on Generation Z pet owners’ willingness to pay a premium for pet boarding services. Drawing on Emotional and Hedonic Consumption Theory and Compensatory Consumption Theory, it emphasizes that premium payment behavior is not solely a reflection of functional service quality, but is largely shaped by psychological and emotional considerations. Emotional engagement, such as feelings of reassurance and trust, and the compensatory function of consumption in addressing guilt or separation anxiety, are identified as key drivers of willingness to pay. The paper highlights how Generation Z’s unique consumption characteristics, including high emotional involvement and preference for personalized experiences, interact with these motivations to influence their premium payment behavior. The conceptual discussion provides theoretical insights for understanding emotionally intensive service consumption and suggests that service design and pricing strategies should account for consumers’ affective and psychological needs.