Humans have long interacted with animals. Recently, market-based responses to societal challenges, including loneliness and mental well-being include the use of animals. Considerable research concerning consumer–animal relationships has also examined the benefits (micro, meso, and macro) of human-animal interaction and companionship. However, much of this research is fragmented and lacks a broader organizing framework. It also suffers from an anthropomorphic bias, whereby the interests of animals are excluded. To address this, we provide a macromarketing perspective on consumer–animal relations and explore the interdependencies of consumer–animal relationships on consumer, animal, and community well-being. We introduce and apply the Interactive Well-Being framework to four contexts –ranging from private to public consumption spaces– that highlight the interdependencies and systems involved in consumer–animal relationships: (1) co-habitation with animals, (2) emotional support animals, (3) working with animals, and (4) animals in commercial service contexts. We discuss the implications of our framework for the resilience of marketing systems and how the framework aligns with alternative economy development.

人类与动物互动已久。最近，基于市场的应对社会挑战的方法包括孤独感和心理健康，包括使用动物。关于消费者与动物的关系的大量研究还研究了人与动物互动和陪伴的好处（微观，中观和宏观）。但是，许多研究是分散的，缺乏更广泛的组织框架。它也遭受拟人化的偏见，从而排除了动物的利益。为了解决这个问题，我们提供了关于消费者-动物关系的宏观营销观点，并探索了消费者-动物关系对消费者，动物和社区福祉的相互依赖性。我们将“互动幸福”框架引入并应用到从私人空间到公共消费空间的四个环境中，这些环境突出了涉及消费者与动物的关系的相互依存关系和系统：（1）与动物同居，（2）情感支持动物，（3）与动物合作，以及（4）在商业服务环境中的动物。我们讨论了我们的框架对营销系统弹性的影响，以及该框架如何与替代性经济发展保持一致。