Understanding pet owner decision-making: A discrete choice study on parasiticide purchases and use

Abstract Companion animal parasite prevention is important for animal and public health. However, recently, concern has grown over the negative environmental impact parasiticides may have. As owner engagement will be critical to achieving an effective ‘one health’ balance between these potentially competing considerations, an online owner-focused survey with a stated choice component was undertaken (n = 2,846 responses, December 2025 – January 2026). Analysis using choice models revealed that owners consistently preferred treatment over no treatment. Broad-spectrum protection was the strongest driver of choice amongst the non-monetary attributes. Environmental risk and impact influenced product choice, but these considerations were valued less compared to other attributes. This study suggests that companion animal parasiticide decisions are principally driven by effectiveness and ease of administration, with environmental considerations playing a secondary role. Understanding owner preferences can support veterinary decision-making and inform sustainable parasite-stewardship.