# Owner Awareness, Motivation and Ethical Considerations in the Choice of Brachycephalic Breeds: Evidence from an Italian Veterinary Teaching Hospital Survey

## TL;DR

This study explores why people choose brachycephalic dog breeds and how their motivations affect awareness of health issues in these dogs.

## Contribution

The study identifies distinct owner motivations and their impact on awareness and preventive care for brachycephalic breeds.

## Key findings

- Value-driven owners were more likely to seek veterinary advice before purchasing a dog.
- Trend-driven owners were more influenced by media and less engaged in preventive care.
- Most owners sought veterinary care after acquiring the dog, indicating increased concern post-ownership.

## Abstract

Brachycephalic dog breeds are increasingly popular worldwide due to their distinctive appearance and calm temperament, often considered ideal for domestic life. However, these same features are associated with serious health problems, such as Brachycephalic Obstructive Airway Syndrome, which may compromise animal welfare. This study examined demographics, motivations, and awareness of owners of brachycephalic dogs (French Bulldogs, Bulldogs, Pugs, and Boston Terriers) examined at an Italian university veterinary teaching hospital. Based on their main reason for choosing the breed, owners were grouped as trend-driven (aesthetics/fashion), value-driven (intelligence/behavior), or indeterminate (i.e., not classifiable within the previous categories). While gender distribution did not differ significantly from the general population, brachycephalic dog owners were significantly younger. Value-driven owners were more likely to seek veterinary advice before acquisition and showed greater awareness of breed-related health issues. In contrast, trend-driven owners were more influenced by media and fashion and showed lower engagement in preventive actions. Almost all owners, regardless of group, sought veterinary care after acquiring the dog, suggesting increased concern once emotional bonds are formed. These findings highlight the importance of promoting evidence-based veterinary counseling before purchasing a dog. Veterinarians could also support breeders by raising awareness of the ethical implications of selecting extreme traits, ultimately helping to reduce the welfare burden linked to these breeds.

The recent surge in the popularity of brachycephalic dog breeds has raised concerns about their predisposition to serious health issues linked to breed-specific morphological traits. This study examined the demographic characteristics, motivations, and awareness of owners regarding welfare issues in four brachycephalic breeds (French Bulldogs, Bulldogs, Pugs, Boston Terriers). Methods: A total of 497 owners of brachycephalic dogs examined over six years at an Italian university veterinary hospital were considered; a subset of 75 owners completed a structured questionnaire. Based on responses to a key multiple-choice question about the main reason for breed choice, owners were classified into three groups: trend-driven (aesthetics/fashion), value-oriented (intelligence/behavior), and indeterminate. Results: Gender distribution did not differ significantly compared to the overall population, but brachycephalic owners were significantly younger (p < 0.001). Value-oriented owners were significantly more likely (p < 0.01) to consult a veterinarian before acquisition and showed better understanding of typical respiratory issues, which did not affect their purchasing decision. Trend-driven owners were more influenced by public figures (p < 0.05) and less engaged in preventive care. Conclusion: Our findings highlight the need for pre-acquisition veterinary counseling. Veterinarians can also assist breeders by promoting awareness of the ethical risks of selecting extreme traits in dogs.