The beneficial of keeping a dog and the booming Chinese pet dog market allowed many Chinese people considering owning a dog. However, how owners treat their dogs are extremely different. Some of them consider dogs as their child while others think dogs are just objects with special function. These different attitude leads to dog owners’ different consumption intention towards dog-related products and services. Therefore, this study aimed to identify the dog owner’s intention of buying or keeping a dog in China. The theory of planned behavior was used to analyzed in this thesis. The goal was to figure out the factors that influence owners’ intention of buying or keeping a dog. To investigate our purpose, the qualitative method with eleven semi-interviews were conducted in this thesis, and we analyzed the data using the method of qualitative content analysis. The results were shown from attitude, subject norm and perceived behavior, which comes from the theory of planned behavior.