Analysis of Consumers' Acceptance of and Willingness To Pay for Rabbit Meat in Balanga City, Bataan, 2023

Date

6-2023

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Salvador P. Catelo

Committee Member

Julieta A. Delos Reyes, Agham C. Cuevas

Abstract

This study aimed to analyze the consumers' acceptance of and willingness to pay for rabbit meat in Balanga City, Bataan. Specifically, it aimed to characterize the potential consumers of rabbit meat; assess their awareness, knowledge, and attitudes toward rabbit meat; ascertain the attributes of rabbit meat that consumers find acceptable; identify the factors affecting the acceptance of rabbit meat among consumers; determine the most acceptable price for rabbit meat; and recommend strategies that will help create demand for rabbit meat.

The study revealed that the majority of the respondents were aware that rabbit meat can be eaten. However, despite being aware, the level of knowledge about rabbit meat's availability, nutritional value, and price was low. In terms of their attitude towards unconventional meat and rabbit meat, the majority of the respondents were open to consuming unconventional meat, believed that hving more meat options increase food security, and believed that rabbit meat is safe for human consumption, but remained to see rabbits only as pets. Based on the results of Chi-square test of independence, the willingness to try rabbit meat is significantly related to level of knowledge about rabbit meat, openness to consumption of unconventional meat, belief of rabbit meat's safety, perception on rabbit as pet, and the experience of eating rabbit meat.

Out of 73 respondents, 41 respondents participated in the sensory testing of rabbit meat. All the attributes of fresh and air-fried rabbit meat were acceptable to respondents. For fresh rabbit meat, the most acceptable attribute was the odor and the least acceptable attribute was the taste and the least acceptable attribute was juiciness. The most important attribute of rabbit meat to respondents was its nutritional value which is a credence attribute. Ninety-five percent of the 41 respondents who tried rabbit meat expressed their willingness to consume rabbit meat, while the remaining 5 percent were unwilling to consume it. the majority of the respondents have also estimated that 90 to 100 percent of their household would also consume rabbit meat. The results of the logistic regression have revealed that only the belief that rabbit meat is only for pet and the belief of rabbit meat's safety for human consumption were the statistically significant factors affecting the acceptance of rabbit meat. In terms of their willingness to pay, the most acceptable price of rabbit meat among willing-to-consume respondents was the same price of chicken, ranging from Php 175 to Php 200 per kg.

To help create demand for rabbit meat among willing-to-consume consumers, the following recommendations were formulated: start with rurban area as target market, position rabbit meat as a more sustainable and healthier meat option, advance the establishment of an accredited rabbit slaughterhouse, and make rabbit meat choice-cuts available. On the other hand, for unwilling-to-consume respondents, the recommendation were: utilization of social media and television shows, conduct an event in the city showcasing the rabbit meat industry, and increase availability and accessibility of rabbit meat products.

Language

English

LC Subject

Rabbit meat industry, Willingness to Pay

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2023 A14 S26

Notes

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Document Type

Thesis

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