Pet Ownership and Related Consumption Practices: the Role of Morality

Morven McEachern, Fiona Cheetham

Research output: Contribution to journalArticlepeer-review


This paper considers the role of morality in the consumption practices associated with pet ownership. To explore these practices, we adopt Holt’s (1995) Typology of Consumption Practices. A photo-elicitation technique is used to elicit stories from fifteen participants concerning their cats and dogs. Our findings illustrate the complexity of consumption in this arena and highlight a potential opportunity for re-working Holt’s (1995) typology to include an additional metaphor of consuming as morality. The paper concludes with a discussion on the value of our extended framework and highlights the implications for future cultural studies of consumption
Original languageEnglish
Pages (from-to)225-230
JournalEuropean Advances in Consumer Research
Publication statusPublished - 2011
Externally publishedYes


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