Surprise me with a pet in a blind box! Online pet trading from the legitimacy perspective

This study explores the legitimacy-seeking behaviors within the understudied sector of online pet trading, particularly on Chinese digital platforms. Utilizing a qualitative case study approach, the research combines netnographic observation and in-depth interviews with key industry actors, including pet adopters, grassroots organizations, and digital platform representatives. The findings reveal the complex interplay between pragmatic, moral, and cognitive legitimacy, highlighting the pivotal role of grassroots organizations in influencing industry practices and aligning them with societal norms. The study contributes to the legitimacy literature by emphasizing the underresearched role of grassroots organizations and introducing a paradox approach to legitimacy, which addresses the dynamic and sometimes contradictory strategies employed by these actors. Practical implications suggest that industry practitioners and regulators must collaborate to enhance ethical standards and transparency in online pet trading, ensuring long-term sustainability and societal acceptance.