Consumer Behaviour: Consuming rabbit meat among Malaysians

Authors

  • Aemillyawaty Abas Faculty of Business and Management, Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia
  • Nor Syuhada Mohamad Faculty of Business and Management, Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia
  • Nur Hayati Abdul Rahman Faculty of Business and Management, Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia
  • Soo Yew Phong Academy of Language Studies, Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia
  • Shafinar Ismail Faculty of Business and Management, Universiti Teknologi MARA Cawangan Melaka, Melaka, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI28.6943

Keywords:

Rabbit Meat, Consumer Behavior, Alternative Protein, Consumer Readiness, Meat Consumption

Abstract

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

 

 

 

 

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Published

2025-05-14

How to Cite

Abas, A., Mohamad, N. S., Abdul Rahman, N. H., Phong, S. Y., & Ismail, S. (2025). Consumer Behaviour: Consuming rabbit meat among Malaysians. Environment-Behaviour Proceedings Journal, 10(SI28), 229–235. https://doi.org/10.21834/e-bpj.v10iSI28.6943

Issue

Vol. 10 No. SI28 (2025): May. Kedah International Conference on Social Science and Humanities, UiTM Kedah Branch, Malaysia, KICSS2024: 3rd International Conference on Business Finance Management & Economics (BizFame 2024), 24 – 25 October 2024

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Copyright (c) 2025 Aemillyawaty Abas, Nor Syuhada Mohamad, Nur Hayati Abdul Rahman, Soo Yew Phong, Shafinar Ismail

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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