There are over 5 million pet cats in Australia managed on a spectrum from fully indoors to completely outdoor free roaming. Roaming cats threaten biodiversity, can create a nuisance and are at risk of accidents and injury. Hence, there is substantial interest in behaviour change interventions to increase cat containment. An online questionnaire collected information on cat owner demographics, the number of cats owned, current containment behaviours and an agreement with 15 capability, opportunity and motivation (COM) items. Responses were received from 4482 cat owners. More than half (65%) indicated that they currently keep their cat(s) fully contained. Another 24% practiced a night curfew. Owners' psychological capability had the greatest influence on containment behaviour. Motivation (community- and cat welfare-framed), living in an apartment and renting were also associated with a greater likelihood of containment. Cat owners not currently containing their cats could be divided into six profiles who differed on agreement with COM themes, age, future intentions, current behaviour, location and gender. Understanding differences between cat owner segments can assist with designing behaviour change interventions. Increasing cat owners' psychological capability to contain their cats and encouraging the adoption of a night curfew as a first step towards 24 h containment are recommended.
Keywords: audience segmentation; behaviour change; cat; containment; roaming.