Consumer behaviour related to rabbit meat as functional food

Dacinia Crina Petrescu, Ruxandra Malina Petrescu-Mag

Abstract

Rabbit is one of the most versatile livestock species, responding successfully to bio-economic principles, which promote a clever use of resources and their conversion into added value products, such as functional foods (FFs). The excellent nutritive and dietetic properties of rabbit meat justify granting it the attributes of FFs. Based on the premise that it is the consumer who ultimately decides what kind of meat to buy, a consumer focus should be a core factor in private or public meat sector strategies. Following this assumption, the aim of this study is to contribute to understanding Romanian consumer behaviour related to rabbit meat as a functional food and to provide information on how to better market rabbit meat as FF in the domestic market. As far as the authors know, this study is the first one to assess and report on Romanian consumer perceptions, knowledge and behaviours related to rabbit meat. Consequently, the variables investigated reflect rabbit meat consumption habits. They also reveal preferences related to the acquisition of rabbit meat, perceptions on future rabbit meat consumption, perceptions of rabbit meat characteristics, perceptions of rabbit meat main characteristics compared to other types of meat, and rabbit meat consumption deterrents. The survey results show that rabbit meat is perceived as lean and low cholesterol, healthier and tastier than other meats, but more expensive, that its consumption is low, being 2.2 times lower than chicken and 1.8 times lower than pork, and that 29.6% of people surveyed have never eaten rabbit meat. The findings ascertain that the understanding of Romanian consumer behaviour related to rabbit meat as FF is an optimal tool for changing behaviour patterns towards a more sustainable market. The transfer of this knowledge towards marketers mainly focusing on how to increase consumer satisfaction for FFs, especially meat, is the leverage for designing successful businesses regarding market re-orientation, development or even reduction of health cost.


Keywords

consumer behaviour; rabbit meat; functional food; sustainability

Full Text:

PDF

References

Andersen H.J., Oksbjerg N., Young J.F., Therkildsen M. 2005. Feeding and meat quality –a future approach. Meat Sci., 70: 543-554. https://doi.org/10.1016/j.meatsci.2004.07.015

Annunziata A., Vecchio R. 2010. Italian consumer attitudes toward products for well-being: the functional foods market. International Food and Agribusiness Management Review, 13: 19-50.

Arnold C. 2009. Ethical marketing and the new consumer. United Kingdom: John Wiley & Sons.

Bastian B., Loughnan S., Haslam N., Radke H. R. 2012. Don’t mind meat? The denial of mind to animals used for human consumption. Pers. Soc. Psychol. B., 38: 247-256. https://doi.org/10.1177/0146167211424291

Baviera-Puig A., Buitrago-Vera J., Escribá-Pérez C., Montero-Vicente L. 2017. Rabbit meat sector value chain. World Rabbit Sci., 25: 95-108. https://doi.org/10.4995/wrs.2017.6565

Blaga B.C., Burny P. 2014. Rabbit production and rabbit market in Romania: the most frequent breeds, half-breeds and their characterization. Rabbit Gen., 4: 1-6.

Bodnar K., Bodnar Skobrak E. 2014. Main traits of the rabbit meat in its marketing. Lucrări Științifice Management Agricol, 16: 104-108.

Bodnar K., Horvath J. 2008a. Consumers’ opinion about rabbit meat consumption in Hungary. In Proc.: 9th World Rabbit Congress, 10-13 June 2008, Verona, Italy. 1519-1522.

Bodnar K., Horvath J. 2008b. Consumers’ opinion about rabbit meat consumption in Hungary. In Proc: 9th World Rabbit Congress, 10-13 June 2008, Verona, Italy. 1519-1522.

Boland M.J., Rae A.N., Vereijken J.M., Meuwissen M.P.M., Fischer A.R.H., van Boekel M.A.J.S., Rutherfurd S.M., Gruppen H., Moughan P.J., Hendriks W.H. 2013. The future supply of animalderived protein for human consumption. Trends Food Sci. Tech., 29: 62-73. https://doi.org/10.1016/j.tifs.2012.07.002

Buitrago-Vera J., Escribá-Pérez C., Baviera-Puig A., Montero-Vicente L. 2016. Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption. World Rabbit Sci., 24: 169-182. https://doi.org/10.4995/wrs.2016.4229

Cheeke P. 1980. Editorial: The potential role of the rabbit in meeting world food needs. J. Appl. Rabbit Res., 3: 3-5.

Corpet D.E. 2011. Red meat and colon cancer: should we become vegetarians, or can we make meat safer? Meat Sci., 89: 310-316. https://doi.org/10.1016/j.meatsci.2011.04.009

Dalle Zotte A. 2002. Perception of rabbit meat quality and major factors influencing the rabbit carcass and meat quality. Livest. Prod. Sci., 75: 11-32. https://doi.org/10.1016/S0301-6226(01)00308-6

Dalle Zotte A., Szendrő Z. 2011. The role of rabbit meat as functional food. Meat Sci., 88: 319-331. https://doi.org/10.1016/j.meatsci.2011.02.017

De-Magistris T., Lopéz-Galán B. 2016. Consumers’ willingness to pay for nutritional claims fighting the obesity epidemic: the case of reduced-fat and low salt cheese in Spain. Public Health, 135, 83-90. https://doi.org/10.1016/j.puhe.2016.02.004

Dinu V., Marchevski I., Dobrescu E., Petrescu R.M. 2010. Education and training needs in the field of consumer protection in the Lower Danube region. Amfiteatru Economic, 12: 709-734.

Ecoduri, 2018. Date demografice Cluj-Napoca, Cluj statistica si rapoarte ale populatiei [Cluj-Napoca demographic data, Cluj statistics and population reports]. Available at: http://www.ecoduri.com/recensamantul-populatiei/Cluj/Cluj-Napoca.php#educatie Accessed December 2018.

European Commission. 2012. Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions: Innovating for Sustainable Growth: A Bioeconomy for Europe, {SWD(2012) 11 final}. Available at: http://ec.europa.eu/research/bioeconomy/pdf/officialstrategy_en.pdf Accessed December 2018.

EUROSTAT. 2015. Meat production statistics. Available at: http://ec.europa.eu/eurostat/statistics-explained/index.php/Meat_production_statistics#Data_sources_and_availability. Accessed December 2018.

FAOSTAT. 2012. Food and Agricultural Organization statistical database. Available at: http://faostat3.fao.org/faostatgateway/go/to/download/Q/QL/E.

Font-i-Furnols M., Guerrero L. 2014. Consumer preference, behavior and perception about meat and meat products: An overview. Meat Sci., 98: 361-371. https://doi.org/10.1016/j.meatsci.2014.06.025

González-Redondo P., Contreras-Chacón G.M. 2012. Perceptions among university students in Seville (Spain) of the rabbit as livestock and as a companion animal. World Rabbit Sci., 20: 155-162. https://doi.org/10.4995/wrs.2012.1147

González-Redondo P., Sánchez-Martínez R. 2014. Characterisation of wild rabbit commercial game farms in Spain. World Rabbit Sci., 22: 51-58. https://doi.org/10.4995/wrs.2014.1213

Grădinaru A.C. 2017. The Transylvanian Giant Rabbit: an efficient selection for qualitative and quantitative genetic traits. Rabbit Gen., 7: 1-6.

Grunert K.G., Bredahl L., Brunsø K. 2004. Consumer perception of meat quality and implications for product development in the meat sector –a review. Meat Sci., 66: 259-272. https://doi.org/10.1016/S0309-1740(03)00130-X

Hasnah Hassan S. 2011. Managing conflicting values in functional food consumption: the Malaysian experience. Brit. Food J., 113: 1045-1059. https://doi.org/10.1108/00070701111153788

Hoffman L.C., Nkhabutlane P., Schutte D.W., Vosloo C. 2004. Factors affecting the purchasing of rabbit meat: A study of ethnic groups in the Western Cape. J. Consum. Sci., 32: 26-35.

Hung Y., de Kok T.M., Verbeke W. 2016. Consumer attitude and purchase intention towards processed meat products with natural compounds and a reduced level of nitrite. Meat Sci., 121:119-126. https://doi.org/10.1016/j.meatsci.2016.06.002

Ibrahim M., El-Banna H., Omara I., Suliman M.A. 2011. Evaluation of nutritive value of some citrus pulp as feedstuffs in rabbit diets. Pak. J. Nutr., 10: 667-674. https://doi.org/10.3923/pjn.2011.667.674

International Standardization Organization. 2015. ISO 9000. Available at: http://www.iso.org/iso/home/standards.htm Accessed December 2018.

Jeltema M., Beckley J., Vahalik J. 2015. Model for understanding consumer textural food choice. Food Sci. Nutr., 3: 202-212. https://doi.org/10.1002/fsn3.205

Kallas Z., Gil J.M. 2012. A dual response choice experiments (DRCE) design to assess rabbit meat preference in Catalonia: A heteroscedastic extreme-value model. Brit. Food J., 114: 1394-1413. https://doi.org/10.1108/00070701211262984

Khan M. I., Arshad M. S., Anjum F. M., Sameen A., Gill W. T. 2011. Meat as a functional food with special reference to probiotic sausages. Food Res. Int., 44: 3125-3133. https://doi.org/10.1016/j.foodres.2011.07.033

Kourouniotis S., Keast R., Riddell L., Lacy K., Thorpe M., Cicerale S. 2016. The importance of taste on dietary choice, behaviour and intake in a group of young adults. Appetite, 103, 1-7. https://doi.org/10.1016/j.appet.2016.03.015

Kubomura K. 1998. Japan redefines functional foods. Prepared Foods, 167: 129-131.

Lukefahr S. 1998. Rabbit production in Uganda: Potential versus opportunity. World Rabbit Sci., 6: 331-340. https://doi.org/10.4995/wrs.1998.365

Lukefahr S., Cheeke P. 1990. Rabbit project planning strategies for developing countries. (1) Practical considerations. Livest. Res. Rural Develop., 2: 1-21.

Lukefahr S.D., Paschal J.C., Ford J.E. 1998. Backyard production of meat rabbits in Texas. Available at: https://oaktrust.library.tamu.edu/bitstream/handle/1969.1/87730/pdf_645.pdf?sequence=1&isAllowed=y Accessed December 2018.

McAfee A.J., Ibeagha-Awemu E.M., Cuskelly G.J., Moss B.W., Wallace J.M.W., Bonham M.P., Fearon A.M. 2010. Red meat consumption: An overview of the risks and benefits. Meat Sci., 84: 1-13. https://doi.org/10.1016/j.meatsci.2009.08.029

National Institute of Statistics. 2018. Available at: http://www.insse.ro/cms/en Accessed December 2018.

Nistor E., Bampidis V.A., Păcală N., Pentea M., Tozer J., Prundeanu H. 2013. Nutrient content of rabbit meat as compared to chicken, beef and pork meat. J. Anim. Prod. Adv., 3: 172-176.

Pappalardo G., Lusk J.L. 2016. The role of beliefs in purchasing process of functional foods. Food Qual. Prefer., 53: 151-158. https://doi.org/10.1016/j.foodqual.2016.06.009

Petracci M., Soglia F., Leroy F. 2018. Rabbit meat in need of a hattrick: from tradition to innovation (and back). Meat Sci., 146: 93-100. https://doi.org/10.1016/j.meatsci.2018.08.003

Petracci M., Cavani C. 2013. Rabbit meat processing: historical perspective to future directions. World Rabbit Sci., 21: 217-226. https://doi.org/10.4995/wrs.2013.1329

Petrescu D.C., Oroian I.G., Mihăiescu T., Paulette L., Varban D., Pătruțoiu T.C. 2013. Rabbit statistics overview: production, trade, market evolution. Rabbit Gen., 3: 15-22.

Petrescu D.C., Petrescu-Mag R.M., Burny P. 2017. Resilience to environmental pressure through quality food demand: meat consumption in Romania. Environ. Eng. Manage. J. (EEMJ), 16: 2391-2400. https://doi.org/10.30638/eemj.2017.247

Petrescu-Mag I., Oroian I., Botha M., Covrig I., Vesa Ș.C. 2014. Transylvanian giant rabbit (Oryctolagus cuniculus): rustic means also aggressive. Rabbit Gen., 4: 56-59.

Petrescu-Mag R.M., Oroian I.G., Botha M., Covrig I., Petrescu-Mag I.V. 2014. Morphological, productive and reproductive characterization of the Transylvanian giant rabbit (Oryctolagus cuniculus): first statistical report. North-Western J. Zool., 10:400-403.

Pérez López S., Manuel Montes Peón J, Vázquez Ordás J.C. 2005. Organizational learning as a determining factor in business performance. The Learning Organization, 12: 227-245. https://doi.org/10.1108/09696470510592494

Popescu D.V., Voinea L., Negrea M.T. 2015. Nutritional Imbalance-Dominant Consumption Behaviour of Romanian Youth. Amfiteatru Economic, 17, 1228-1243.

Ritchie H., Roser M. 2018. Meat and Seafood Production & Consumption. Available from: https://ourworldindata.org/meat-and-seafood-production-consumption Accessed December 2018.

Rhormens M.S., Pedrini A.D.G., Ghilardi-Lopes N.P. 2017. Implementation feasibility of a marine ecotourism product on the reef environments of the marine protected areas of Tinharé and Boipeba Islands (Cairu, Bahia, Brazil). Ocean Coast. Manage., 139: 1-11. https://doi.org/10.1016/j.ocecoaman.2017.01.022

Rousset S., Deiss V., Juillard E., Schlich P., Droit-Volet S. 2005. Emotions generated by meat and other food products in women. Brit. J. Nutr., 94: 609-619. https://doi.org/10.1079/BJN20051538

Sima N., Sima R. 2015. Perennial fodder plants - potential feed sources in nutrition of rabbits. Rabbit Gen., 5: 6-12.

Stanciu S., Rizea R.D., Ilie A.G. 2015. Study on the Competitiveness of the Romanian Meat Processing Industry. Amfiteatru Economic, 17: 1331-1345.

STATISTA. 2108a. Average retail price of rabbit meat in France from 2008 to 2015 (in euros per kilo). Available from: https://www.statista.com/statistics/454198/average-retail-price-forrabbit-meat-in-france/ Accessed December 2018.

STATISTA. 2018b. Annual average price of rabbit meat in Spain from 2010 to 2015 (in euros per kilogram). Available from: https://www.statista.com/statistics/765113/price-mediumof-the-kilogram-from-meat-from-rabbit-in-spain/ Accessed December 2018.

Szakaly Z., Szigeti O., Szente V. 2009. Analysis of consumer habits and attitudes on the Hungarian beef and rabbit market. Appl. Stud. Agribusiness Comm., 3: 67-70. https://doi.org/10.19041/Apstract/2009/1-2/7

Vecchio R., Van Loo E.J., Annunziata A. 2016. Consumers’ willingness to pay for conventional, organic and functional yogurt: evidence from experimental auctions. Int. J. Consumer Stud., 40: 368-378. https://doi.org/10.1111/ijcs.12264

Verbeke W. 2005. Consumer acceptance of functional foods: socio-demographic, cognitive and attitudinal determinants. Food Qual. Prefer., 16: 45-57. https://doi.org/10.1016/j.foodqual.2004.01.001

Wang W., Xu S., Wu L. 2013. Consumer Perceptions of Attitudes Towards and Willingness to Consume Rabbit Meat in Urban China. J. Nutr. Ecol. Food Res., 1: 161-166. https://doi.org/10.1166/jnef.2013.1025

Abstract Views

4385
Metrics Loading ...

Metrics powered by PLOS ALM




 

 Universitat Politècnica de València

 

Official journal of the World Rabbit Science Association (WRSA)

 

e-ISSN: 1989-8886     ISSN: 1257-5011   https://doi.org/10.4995/wrs