ABSTRACT
This study aimed to investigate trends and concerns related to the commercialization of dogs in Brazil. The authors analyzed 1,500 ads for the sale of Miniature Schnauzer, Chihuahua, and German Spitz breeds using the methodology of hedonic price analysis. Marginal and relative values of attributes were calculated for puppy sex, coat, age, pedigree, vaccination and deworming, seller type and region, using ordinary least squares. The most valued attributes for each breed were identified as selling by kennels, pedigree, and coat color. The results suggest that this market niche is willing to pay for guarantees of better dog breeding, which represents an opportunity for the development of certification labels for origin and good practices for kennels. Such labels could become an effective strategy to ensure greater transparency and better welfare standards in the Brazilian dog market. This study also provides valuable insights for the development of guidelines and public policies aimed at improving animal welfare and reducing information asymmetry in the pet market.