How Pet Attachment Is Associated with Human–Pet Co-Fashion Purchase Intention: The Roles of Relational Identity and Fashion Involvement

As pets increasingly function as family members, emotional companions and resources for identity expression, pet-related fashion consumption has expanded from pet clothing to human-pet co-fashion, in which owners and pets present a coordinated style relationship. Yet the mechanism linking pet attachment to co-fashion purchase intention, and the boundary condition shaping this link remain unclear. Drawing on survey data from 565 consumers with current or prior pet ownership experience, this study examines pet attachment, human-pet relational identity, fashion involvement, pet fashion product purchase intention and human-pet co-fashion purchase intention through mediation and moderation analyses. Pet attachment was positively associated with both purchase intentions, and human-pet relational identity partially mediated these associations. Pet attachment and relational identity were more strongly associated with co-fashion purchase intention than with pet fashion product purchase intention. Fashion involvement negatively moderated the relationship between relational identity and both purchase intentions, indicating that the positive association weakened as fashion involvement increased. By conceptualising human-pet co-fashion as co-consumption that externalises relational identity, this study clarifies how human-pet relationships are expressed through fashion consumption.