AWARENESS AND ACCEPTABILITY OF RABBIT MEAT IN SELECTED AREAS IN METRO MANILA

Cristy M. Bueno, Maria Cynthia R. Oliveros, Jennica Amielle M. Mora, Maria Noriza Q. Herrera, Diane Joy V. Garino, Mary France E. Hubilla

Abstract


As consumers seek healthier and more sustainable meat alternatives, rabbit meat presents a viable option; However, the availability of rabbit meat in urban markets, such as Metro Manila, remains limited. This study assessed the awareness and acceptability of rabbit meat among selected respondents in the National Capital Region (NCR). An online survey was conducted among 100 individuals from the top five revenue-generating local government units in NCR in 2023 and analyzed using descriptive statistics, Chi-square test of independence, Fisher’s Exact Test, and post hoc analysis based on adjusted standardized residuals. Results showed that while 91% of respondents were aware that rabbit meat is edible, only 21% had tried it. Educational attainment was significantly associated with awareness, civil status with consumption, and sex and monthly household income with openness to try rabbit meat. The acceptability, evaluated using the Diffusion of Innovation Theory, revealed that respondents recognized the health benefits of rabbit meat but remained uncertain about incorporating it into their regular diets. Limited accessibility, few opportunities for trial, and low market visibility emerged as the primary barriers to adoption. These findings highlight the need to improve product accessibility, consumer exposure, and promotion to enhance consumer acceptance of rabbit meat.

Keywords


acceptability, awareness, rabbit meat

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References


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