00000nam a22000004a 4500 UP-1685594773860413566 Buklod 20240117100957.0 t r |||| u| ta 240117s2023 xx grb 00| 0 d DCHE rda eng DMLUC LG 993.5 2023 F66 B36 Banawa, Roselle Niña F. author. Consumer behavior towards rabbit meat and its potential as pork alternative Roselle Niña F. Banawa. Quezon City College of Home Economics, University of the Philippines Diliman 2023. xiii, 58 leaves illustrations 28 cm. text rdacontent unmediated rdamedia volume rdacarrier Thesis Bachelor of Science in Food Technology University of the Philippines Diliman 2023. Includes bibliographical references (pages 30-35) Thesis classification: P The study aimed to determine the consumer behavior towards rabbit meat (RM) and its potential as a pork alternative through online and traditional surveys. Regular meat consumers (n=247) from Batangas aged 20-59 yrs old were surveyed regarding: (1) consumer knowledge about RM, (2) drivers of and (3) deterrents to RM consumption, (4) perception of RM compared to pork, (5) meat quality preferences (MP), (6) intentions to purchase RM as pork alternative (IP), and (6) suggestions to boost the local RM market. Frequency analysis showed that curiosity, health benefits, and recommendation from others mainly encourage RM consumption, whereas rabbit’s pet image, high cost, and unavailability inhibit its consumption. Using a 5-pt Likert Scale, five meat qualities such as (1) healthiness, (2) taste, (3) price, (4) tenderness, and (5) leanness were determined to be important in buying meat (from 1 = not important to 5 = extremely important) and the respondents are willing to purchase RM as pork alternative based on these characteristics (from 1 = extremely unwilling to 5 = extremely willing). RM was perceived to be as healthy as pork, but is less tasty, leaner, more expensive and more tender based on a 3-pt scale. In addition, MP was positively associated with IP for all the attributes (.41 < rs < .55, p < .05). Household income was also significantly related with IP in terms of healthiness (rs = .15, p < .05). Knowledge scores (62.75-83.81% correct rate) had a weak, positive association with education (rs = .21, p < .05). To uplift the local RM market, the respondents proposed to promote its nutritional benefits, give free tastes, and raise awareness about rabbits as a food to address their usual pet image. These findings on the current status of Batangas consumers can aid both private and public entities in managing the country’s RM. Rabbit meat Philippines. Rabbit meat industry Philippines. Meat industry and trade Philippines. Consumer behavior Philippines. Consumers' preferences Philippines. Pagulayan, Jin Mark DG. thesis adviser. FI UP UPD DCHE LG 993.5 2023 F66 B36 Thesis