Consumer Behaviour: Consuming rabbit meat among Malaysians

This study explores rabbit meat consumption among Malaysians as an alternative protein source. Rabbit meat is rich in nutritional value and is easy to breed, making it a potential substitute. Concerns related to empathy for animals and association of rabbits with pet’s influence resistance to its consumption. This study aims to contribute to understanding Malaysian consumer behaviour related to consuming rabbit meat. Questionnaires were distributed to 241 respondents from different states in Malaysia. A non-probability sampling technique selects participants based on accessibility and willingness to participate. It is found that respondents' frequency of eating rabbits differs according to socioeconomic background