Deterring Factors Why Rabbit Meat Is Not Popular Among Malaysian Consumers

Rabbit meat is highly nutritious and possesses a healthy source of protein, yet it remains the unpopular choice among Malaysian consumers. Thus, this paper investigates deterring factors why so. By using descriptive statistics from sample 220 respondents, was found that strong people do not eat rabbit are its availability in market, versatility cooking as well expensive price. Besides, there also misconception has no effect opposed to other meats such chicken beef. Therefore, recommended awareness should be given consumers about benefits consuming meat, how cook expose majority meats. incentives subsidies shall provided by government local authorities rural producers tackle issue