Evaluating Consumers' Perception Towards their Acceptability of Rabbit Meat Consumption in Tangub City

Aim: This study examined consumer perceptions and the acceptability of rabbit meat as an alternative protein source in Tangub City, amid income losses suffered by pig farmers due to a mysterious swine disease.Methodology: A qualitative descriptive research design was employed, using semi-structured interviews with 30 purposively selected residents near the city proper who regularly consume meat products.Findings: Thematic analysis revealed that acceptance of rabbit meat was influenced by its similarity in taste to chicken and pork, its perceived cleanliness, and peer influence.Reluctance, however, was shaped by rabbits' appealing physical traits, feelings of compassion, unfamiliarity as a food source, health concerns, and their common perception as pets.Conclusion: Findings suggest that cultural beliefs, emotional responses, and social norms strongly shape consumer attitudes toward rabbit meat.While initial hesitancy remains evident, targeted educational campaigns and awareness initiatives could gradually normalize its consumption, thereby supporting local farmers, enhancing food security, and strengthening economic resilience.