Some consumers in Colombia show a clear preference for purebred dogs. At the same time, there are many abandoned dogs on the streets and in shelters in this country. Previous research has revealed that appearances of the breeds influence the caregivers? (owners?) choice. A choice based on appearances has been connected with materialism in the psychology and consumer behavior literature. Buying purebred dogs based on materialistic standards could affect the welfare of these nonhuman animals. With the use of quantitative research and the methodology of structural equation modeling, this research demonstrated that more materialistic consumers in Colombia have purebred dogs who, in the owners? opinions, show more behavioral problems. Furthermore, the results showed that materialism influenced the owners? intentions to abandon their companion animals when they perceived these problems. Finally, this research examined the moderating effect of generational segmentation regarding these relationships. It was observed that the intention to abandon the dogs was greater among members of Generation X than among members of Generation Y.