CHAPTER I

INTRODUCTION

Rabbit are small mammals with fluffy, short tails, whiskers and distinctive long

ears. There are more than thirty (30) species around the world and while they live in many

different environments, they have many things in common. Rabbits are quick-breeding source of

low-fat and high protein and long been enjoyed by many people across the world. Rabbit meats

nowadays are substituted for chicken, pork and beef in many recipes.

The Department of Agriculture said that, “considering rabbit as an alternative to pork

among backyard raisers, citing the shorter growth cycle of animal that that pigs.” While the DA

was looking at poultry as a major alternative to hogs, the agency was also studying the

production of rabbit. The main interest of consumers is to eat food that provides more than the

known traditional, nutritional benefits in the sense that they tend to view food as medicines. It

iswas considered as ‘healthier” meat as its lower fat and cholesterol than chicken and higher

protein than beef and pork. According to the study of Koistinen et al. (2013) he found that the

specific meat attributes such as fat content, production, method and carbon foot print will have

impact in the choices and willingness to pay, for different segments of consumers.

The study is entitled, “Acceptability as Substitute Meat Consumption and Willingness to

Pay of Household Consumers in Buying Rabbit Meat in Goa, Camarines Sur, Philippines. Since

the rabbit is now emerging not just being a pet but also for food consumption. With this, the

study aims to determine the willingness to pay of the consumers of rabbit meat in Goa,

Camarines Sur, Philippines. The result of this study may serve as baseline information to the
rabbit farming industry on the investment opportunities and efficiency of rabbit meat in the

market of Partido District. The study aims to know the profiles of the respondents in terms of

Age, Gender, Occupation, Monthly Family income, Number of family members. The influences

that affect the customers to accept rabbit meat as a substitute for household consumption. The

researchers also want to determine the level of acceptability of consumers about the rabbit meat

substitute as household consumption. Another is to analyze the significance relationship between

consumer’s behavior and acceptability of rabbit meat as a substitute for household consumption.

This study will be conducted using the statistical tools to analyze and determine the factors of the

research objectives.

OBJECTIVES OF THE STUDY

This study aims to determine the willingness to pay and acceptability as substitute meat

consumption of household consumers in Goa, Camarines Sur, Philippines. Particularly, it seeks

to answer the following objectives:

1. Describe the socio-demographic profile of the household respondent in terms of age, gender,

family income number of family members.

2. Assess the level of acceptability of rabbit meat as substitute meat consumption in a

household.

3. Determine the level of willingness to pay of household consumers in buying rabbit meat.

4. Analyze the factors that influence the acceptability and willingness to pay of household

consumers in buying rabbit meat.

 SIGNIFICANCE OF THE STUDY

This part of the research contains the beneficiaries and the contribution of the research to

the beneficiary. This study is significant in view of the following:This study will be beneficial to

the following:

Household Consumerss: This study will help the household consumerss to identify the level of

willingness and acceptability of rabbit meat as substitute consumption.

Rabbit Sellers: This study will help to know the willingness of household consumer in buying

rabbit meat.

Rabbit Producers: This study will help the rabbit producer to identify the willingness of the

consumers in purchasing rabbit meat. Therefore, they can produce rabbit according to the level

of willingness and acceptable.

Market: This study will help the market to know the level of willingness and acceptability in

producing and selling rabbit meat.

Future Researchers: it will help them and guide it doing their own study and they can also

improve the other part and variables that not included here.
 ASSUMPTIONS

1. That there are the profiles of respondent in terms of age, gender, occupation, monthly

family income and number of family barriers.

2. That there are factors influence the consumers to accept rabbit meat as substitute

consumption of households.

3. That there is a level of acceptability of consumers about rabbit meat as household

substitute consumption.

4. That there are factors that influencing consumers the acceptability and willingness to pay

of household consumers in buying rabbit meat.

SCOPE AND DELIMITATION

This study focused to determines the Acceptability as Substitute Meat Consumption and

Willingness to Pay of Household Consumers in Buying Rabbit Meat in Goa, Camarines Sur,

Philippines. It involves understanding and identifying the household’s behavior in purchasing

rabbit meat. With the fifty (50) random respondents from Goa Camarines Sur we are going to

identify their stance and behavior in terms of the purchasing and accepting of rabbit meat as

substitute consumption. In this study the researchers will determine the level of willingness of

consumers in buying rabbit and their acceptability as substitute consumptions. Other variable

that was not related to the study was not included.

 LIMITATIONS

This study was limited especially in terms of finding Related Review of Literature since

there is few study and research about rabbit meat. Because of that we as researchers are facing

difficulties in writing and finding other study about rabbit meat that will guide us in conducting

study. Those other studies that are related to our study may help us in formulating ideas and new

knowledge. This study may struggle in conducting and gathering data from the respondents due

of pandemic.
 LOCALE OF THE STUDY

This study entitled, “Acceptability as Substitute Meat Consumption and Willingness to

Pay of Household Consumers in Buying Rabbit Meat in Goa Camarines Sur, Philippines will be

conducting in Goa, Camarines Sur, Philippines. The researchers choose Goa, Camarines Sur

because this place is one of the market capitals in Partido area.

FIGURE 1.1

Ano ang title kaini?

 Chapter II

REVIEW OF RELATED LITERATURE AND STUDY

Acceptability of Meat as Substitute Meat Consumption

(Elzerma, Luning and Boekel, 2013) said that, “Meat substitutes can be

environmentally more sustainable alternatives meat.” The purpose of the paper is to explore

consumer’s experience and sensory expectations of meat substitutes and the appropriateness of

the use of substitutes in meals. From their findings they said stated that, “consumers regarded

health aspects and easy preparation as positive aspects of meat substitutes.(Elzerma, Luning and

Boekel, 2013)

In his study of (Rivas, February 18, 2021) Rabbit as alternative to pork? It’s quite

pricey in Philippines, the Department of Agriculture stated that, has long thought of rabbit meat

as a potential replacement for pork. It revisited the idea again in 2020 when it became apparent

that the African swine fever outbreak had yet to be contained.(Rivas,2021).

(San Juan, 2021) stated that the rabbits have long been enjoyed as a food by many

people across the world. A fine grained white meat, it can be substituted for chicken in many

recipes,” the Agricultural Marketing Resources Center posted on its websites.(San Juan, 2021)
 Willingness to Pay Meat of Household Consumers

(Villanueva, Lopez, and Rodrigues, 2015) Rabbit meat showed that the most favorite

attribute for which consumers were willing to pay more for organic farming (53% of consumers)

involving 15%increase price compared to conventional farming such as preference of rabbit meat

from organic farming.( Villanueva, Lopez, and Rodrigues, 2015)

((M. Ibrahim, 2011) in his study entitled “Consumer willingness to pay a premium for

halal goat meat” stated that the growth in a goat meat demand is attributed to the influx of

immigrants from goat-meat-eating countries into the US. This paper examines the willingness to

pay a premium for halal goat meat. The factors that significantly impact the willingness to pay a

premium for halal goat meat in Atlanta include income, current consumption, household size,

and marital status. Results suggest that the mean willingness to pay a premium for the halal

attribute is 50 cents per pound of goat meat.

(A. Corsi and S. Novelli) in theirsthe study entitled “Consumers’ willingness to pay a

price for organic beef meat.” stated that, estimate maximum price consumers are willing to pay

(MPWTP) for organic beef meat. The result show that consumers MPWTP is quite high, thus

suggesting that organic beef meat might gain an appreciable market share. This is also an

encouraging signal for prospective producers of organic meat, who might compensate the likely

increase in production costs with a substantial premium for the new good. (Corsi and

Novelli,2002)
 Factors that Influencing Household Consumers in buying Meat

((Sonandi et al, 1996) outlined the main factors which inhibit the popularity of rabbit

meant, including lack of consumer appeal. They found that a large percentage of consumers of

rabbit do not like the rabbit carcass to presented whole, as it resembles cat or human infant.

(JaramilloJaramillo-Villanueva et al., Vargas-Lopez, Guerrero-Rodriguez April

2015) in theirs study entitled “Behavior of consumers and willingness to pay for quality

attributes of organic meat rabbit” The demand for meat products, particularly specialty value-

added ones, is highly segmented among different types of consumer preferences for quality

related attributes (food safely, freshness, organic and price) for rabbit meat were analyzed to

discover their potential market niche.

(Koistinen et al. 2013) found out that specific meat attributes such as fat content,

production, method and carbon foot print will have impact in the choices and willingness to pay,

for different segments of consumers

According to (LC Hoffman et al., P. Nkhabutlane, D.W Schutte & C. Vosloo, 2004)

in their study entitled, “Factors affecting the purchasing of rabbit meat: A study of ethnic

groups in the Western Cape” are as follows:

1. Body- size influence the respondents’ choice of rabbit meat could be the size of

the body of the rabbit. Considering the fact that the size is a factor of rabbit

breed, it is therefore important to note the characteristics of different breeds.

The body of the California rabbit is of medium length with well-developed

shoulders and hindquarters

2. Color- is a major determinant of appearance. Appearance is important because

it is practically the only criterion the consumer can use to judge the

acceptability of most meat at the point of purchase. Forrest et al (1975:113-

114) asserts that the color of meat is the overall first impression seen by the

eye.

3. Visual and physical attributes -like all other livestock, rabbit meat products

are also evaluated in terms of meat quality and carcass quality. In this regard,

characteristics of a product that are in accordance with consumers’ expectations

will determine the sale of the product.

4. Weight - Respondents who consume rabbit meat also regarded weight to a

large extent (29%; n=41) when purchasing rabbit meat. This number is

significantly higher than those who consider weight to a moderate extent (4%)

and those who do not take note of weight at all (4%).

5. Odor - This is one of the organoleptic properties which could also influence

consumers’ decision to purchase rabbit meat. Respondents were requested to

rate the extent at which they would consider the odor of rabbit meat during

purchase.
6. Age of rabbit for meat (old/young) - Rabbit meat is available as fryers,

roasters, stewers, and in rare cases, even capons. For the novice grower, an

understanding of consumers’ choice and reasons for their choice regarding this

classification is essential for a successful rabbit meat business. To obtain

information in relation to this type of choice, respondents were asked to

indicate whether they would prefer to eat an old or a young rabbit.

7. Lean or fatty meat- Considering the fact that the amount of dissectible fat in

rabbit carcasses is generally very low (about 3%), it was important to ask the

study population (n=304) whether they prefer lean or fatty meat.

 Conceptual framework

In this part of the study, the proponents will identify the Acceptability as Substitutes

Meat Consumption and Willingness to pay of Household consumers in Buying Rabbit Meat in

Goa, Camarines Sur, Philippines. The figures below shows the factors that may affect the result

of the study while conducting.

Acceptability as Substitute Meat Consumption and

Willingness to Pay of Household Consumers in Buying
Rabbit Meat

Independent Variables Dependent Variables

 socio-demographic
profile of the household
Socio-demographic Profile of
 . Assess the level of
Respondent:
acceptability of rabbit
meat
 Age
 Determine the level of
 Gender
willingness to pay of
 Occupation household consumers
 Monthly Family Income  factors that influence the
 Numbers of Family acceptability and
Members willingness to pay of
household consumers
 FIGURE 2.1

Definition of Terms

The following words are defined based on the operational and conceptual definition.

Acceptability is something that is capable or worthy to accept the rabbit meat as a substitute

consumption of households.

Consumption it is the act or process of consuming rabbit meat of the household consumers.

Household a social unit composed of those living together in the same dwelling that is willing to

pay for rabbit meat and accept it for substitute consumption.

Substitutes it is the act of replacing rabbit meat from the traditional meats.

Socio-demographic profile it refers to the information of the respondents of this study.

 Address – the place where respondent’s live.

 Age – refers to the years since the respondent was born.

 Gender – refers to the sex identification of the respondents.

 Occupation - the work of respondent that conceder’s the income source.

 Household size - the numbers of the family members.


Willingness it is inclined favorably disposed in mind of consumers or the household consumers

for paying rabbit meat.

CHAPTER III

RESEARCH METHODOLOGY

Research Design

A quantitative research technique was used because it was considered to be most suited

to the aim of the research. The purpose of this survey was to determine the level of acceptability

of rabbit consumption as substitute and factors that influence the willingness to pay of the

household consumer in purchasing rabbit meat in Goa, Camarines Sur, Philippines. To meet this

objective, the descriptive survey method through Google form was employed, using structured

questionnaire to provide data on consumer’s opinion about rabbit meat.

Respondent of the Study

 The households who are living in Goa Camarines Sur are the target respondents. The

total number of respondents involve in this study are 50 household consumers.

Sampling Design

The purpose sampling technique was adopted in determining the respondents of the

study. The researchers will use simple random sampling to determine the levels of acceptability

and willingness of costumers in rabbit meat.

Data Gathering Procedures

The researchers obtain a list of random household consumers in municipality of Goa,

Camarines Sur. A survey questionnaire was also created by the researchers; this set of

questionnaire was distributed to the random household consumers in Goa, Camarines Sur.

Data Gathering Instrument

The main instrument in data gathering is the structured survey questionnaire. The

questionnaire was divided on to three parts namely the socio demographic profile of respondents,

level the acceptability of rabbit meat as substitute consumption in household and level of

willingness to pay od household consumers in buying rabbit meat and the factors that influence

the acceptability and willingness to pay.

 Statistical tools/Analytical tools

To facilitate the analysis data gathered, the researchers used percentage techniques

frequency count and weighted mean.

Percentage techniques and frequency Count. The percentage was used to obtain the

proportion, a ratio, or fraction in relation to a whole household profile of the respondents.

Formula:

Percentage=f/n x 100

Where:

F= frequency

N= Population

Weighted Mean. The weighted mean was used to weight the data obtain in assessing the levels

of Acceptability and willingness to pay of rabbit meat as substitute consumption.

Formula:

Wm=∑fx/n
Where:

Wm=weighted mean

∑fx= sum of products frequency with weights

n= sample size

Partido State University

Bachelor of Science and Business Administration

Dear Respondents,

We are the students of Partido State University taking Bachelor of Science and Business

Administration major in Financial Management. We are conducting a research about the

Acceptability as Substitute Meat Consumption and Willingness to Pay of Household Consumers

in Buying Rabbit Meat in Goa Camarines Sur, Philippines. We‘re kindly requesting your

cooperation to kindly answer the question in this survey questionnaire. The information you

provide will help our us to attain the purpose study. We promise that your answer and identity

will confidential. Thank you and God bless.

The Researchers
 I. Respondent Profile

Name (optional):___________ Age: _____

Address: _________________________ Educational attainment: _____

Gender: _____ Occupation: ______

Monthly Income: ________ Number of Family Member/s: _____

I. Direction: Please answer the following question. Put check mark on the box of

your answer.

Statement Very Agree Maybe Dis-sagree Very Dis-

Agree agree
Do you accept rabbit meat?

Do you agree the rabbit

meat as substitute
household consumption?
Are you willing to eat rabbit
meat?
Are you going to buy rabbit
for your family?

II. Direction: Put check mark on your answer.

Factors Put check on the factors that may

affect buying rabbit meat.
Price

Body
 Color

Visual and physical attributes

Weight

Odor

Age of rabbit for meat (old/young)

Lean or fatty meat

Ang paggibo nin questionnaire dapat nakabase sa objectives nindo..

Socio-demographic profile

Acceptability

Willingness to pay

Iyan na ang pasunod sunod na nasa questionnaire nindo.. pabasa po kan modules ta yaraon man sana ini
duman..

Pasearch kan mga authors na ini.. makakatabang ini saindo

(Mutsami & Karl, 2020).

(Zotte, 2015)

Amin et al. (2011)

Rivas (2021)