This blog relates to the article on “The Psychology of Owning a Dog” by Marketing Made Clear
At Dogs Go Greener, we’re always interested in the psychology behind our choices—especially when it comes to how we care for our four-legged companions. So when Marketing Made Clear published a fascinating article on dogs as an extension of ourselves, it hit a nerve (in the best way). It brilliantly unpacked Russell Belk’s theory of the “extended self” and how it relates to the way we treat, feed, and shop for our dogs.
It’s got us thinking: if our dogs are an extension of who we are, what does that say about the plastic bowls, chemical-laced shampoos, and ultra-processed foods we often see passed off as ‘premium’ in the pet aisle?
The Extended Self… and the Extended Shelf
As Marketing Made Clear rightly pointed out, the theory of the extended self suggests that what we own becomes part of our identity. And what we choose to own—or feed—reflects the values we want to express.
In the world of dog ownership, this plays out in countless ways. From the breeds we’re drawn to, to the coats we buy them, to the food we put in their bowls, we’re broadcasting something about ourselves. Some want to express status. Others want to express compassion, health, or alignment with nature. Increasingly, we’re seeing dog owners align with sustainability and wellbeing—values that are core to everything we stand for at Dogs Go Greener.
So let’s talk food.
What’s in the Bowl Is a Mirror
Marketing Made Clear highlighted compelling research showing a direct correlation between how people feed themselves and how they feed their dogs. If you avoid ultra-processed food, you’re more likely to avoid feeding it to your dog. If you care about ingredients and sourcing, you’re more likely to choose raw or natural options.
In our view, that’s a good thing. It means dog owners are becoming more aware, more informed, and more motivated to feed in a way that supports health, longevity, and environmental impact.
But it also highlights a stark truth: much of what’s marketed to dog owners is far from sustainable. Brightly coloured kibble in plastic-coated bags, meat by-products, and synthetic additives are the junk food of the pet world. They’re cheap to produce, easy to market, and wrapped in greenwashing buzzwords like “natural” and “complete.”
Feeding a Planet-Friendly Identity
If our dogs are part of our identity, then feeding them well should be more than just a nutritional choice—it’s a moral and ecological one.
Choosing:
- minimally processed food (like raw or gently cooked options),
- local ingredients,
- and plastic-free packaging
isn’t just about our dogs’ health. It’s about reducing our environmental impact.
It’s also about living authentically. If you wouldn’t eat ultra-processed food every day, why feed it to your dog? If you avoid single-use plastic and synthetic additives for yourself, why not hold pet brands to the same standard?
Beyond the Bowl: The Eco-Self
We’d take Marketing Made Clear’s theory one step further: the eco-self. When we buy rope toys instead of plastic ones, or biodegradable poo bags instead of plastic sacks, we’re expressing our identity just as much as we are through what’s in the bowl. These choices matter—not just because they reduce waste, but because they help normalise sustainable livingwithin our communities.
And as they mention, dogs don’t just live in our homes—they connect us to the world around us. Walks in the woods, chats at the dog park, puppy playdates… these are moments where values get shared, questions get asked, and habits get passed on. That’s powerful.
Final Thoughts
We loved Marketing Made Clear’s dive into the extended self. It reminded us that owning a dog isn’t just a relationship—it’s a reflection. And if we want to raise healthy, happy pets, we need to align our choices with the world we want them (and us) to thrive in.
So let’s be the dog owners who compost our poo bags, who read ingredient lists, and who ask not just “Is this good for my dog?”—but “Is this good for the planet too?”
Because when we nurture our dogs as part of our extended self, we’re also shaping the kind of self—and world—we want to leave behind.