Exploring the Marketing Strategy Path of Pet Food Companies from the Environmental, Social, Governance Perspective

Abstract

In recent years, the global pet economy has developed rapidly, and the pet food industry has continued to expand, showing strong growth potential. The evolving relationships between people and pets have led to a shift in consumer demand for pet food, from basic nutrition to premium and functional products. Furthermore, with the increasing adoption of environmental, social, and governance (ESG) concepts, environmental protection, animal welfare, and corporate responsibility have become crucial dimensions in brand evaluation. This paper systematically explores the marketing drivers and strategic approaches of pet food companies from an ESG perspective. The study finds that tightening regulations, the younger generation’s preference for sustainable consumption, and the exemplary role of leading companies in the industry have all contributed to the deepening application of ESG in the pet food sector. Specifically, environmentally oriented green marketing cultivates an environmentally friendly image through green supply chains and ecologically friendly product innovation; socially oriented ethical marketing resonates with consumers through commitments to animal welfare and community engagement; and governance-oriented trust marketing strengthens brand credibility through information disclosure and internal governance systems. Overall, ESG marketing is not only a manifestation of corporate compliance but also a crucial strategy for building competitive differentiation, enhancing consumer trust, and achieving sustainable growth.