Factors Associated with the Acceptability of Rabbit Meat Among Households in Batangas Province, Philippines

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Maria Noriza Q. Herrera

Committee Member

Dinah Pura T. Depositario, Eliza C. Aquino, Melodee Marciana E. De Castro

Restrictions

Restricted: Not available to the general public. Access is available only after consultation with author/thesis adviser and only to those bound by the confidentiality agreement.

Abstract

With the increasing concern of African Swine Fever (ASF) and bird flu domestically and globally, and alternative source of protein became imperative; hence, a growing interest in rabbit meat in the Philippines. At present, rabbit meat contributes merely 0.02% to the overall livestock production of livestock in the country. Batangas had been selected as the area of study since a number of rabbit farms are present in the province. Additionally, Batangas has been known as the livestock and poultry and poultry capital of the CaLaBaRZon region.

The general objective of the study has been to analyze the factors associated with the acceptability of rabbit meat among households in Batangas province. The specific objectives have been to: (1) describe to socio-demographic characteristics of households in Batangas who participated in the rabbit meat study; (2) identify the factors associated to rabbit meat acceptability among households in Batangas province; (3) determine the level of awareness among households in Batangas towards rabbit meat; (4) evaluate the level of awareness of Batangas households on rabbit meat, and; (5) recommend strategies related to rabbit meat among households in Batangas province.

The study has employed a mix of descriptive and correlational designs, incorporating both qualitative and quantitative methods. Surveys, in-depth interviews, and a focus group discussion had been conducted with 103 respondents from various municipalities in Batangas to ensure diverse representations.

Survey findings have shown that only 8 out of 103 respondents had tried rabbit meat, indicating its limited popularity. Of those surveyed, 59.2% had been willing to try rabbit meat, while 40.8% had not, citing ethical and cultural concerns. Key information sources had been social media (52%), word of mouth (36.89%), and family (31.07%). Economic concerns had been noted by 36.89% regarding affordability, though 18.96% had found the prices acceptable. Respondents had neutral opinions on taste, appeal, and versatility, highlighting the need for promotional efforts. Accessibility had been a concern for 53.4% and 59.4% had been skeptical about understanding and cooking rabbit meat, impacting its adoption. Rabbit meat had limited visibility in grocery stores, advertisement, and restaurants, with social media having been the primary awareness platform.

Interviews had revealed that 63.9% of respondents had been willing to try rabbit meat in the future, driven by curiosity, health benefits, and a readiness for alternatives. However, 55% had noted a lack of awareness, emphasizing the need for more information and educational initiatives, primarily via social media.

The focus group discussion (FGD), involving 22 individuals who had tasted rabbit meat, had revealed mixed reactions regarding taste, texture, and appeal, along with concerns about affordability, availability, and healthiness. While rabbit caldereta had been a favored dish, rabbit meat had still been considered exotic.

In conclusion, improving the acceptability of rabbit meat in Batangas would require education, promotions, affordability measures, and culinary innovations. Addressing these areas could make rabbit farming a sustainable and accepted alternative, contributing to economic growth and diverse dietary options in the region.

Language

English

LC Subject

Rabbit meat industry

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 B39

Document Type

Thesis

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