Purchasing Habits, Sustainability Perceptions, and Welfare Concerns of Italian Consumers Regarding Rabbit Meat

Several factors drive consumer behavior in buying meat, particularly rabbit meat. The consumption of rabbits has decreased in Europe, and the main causes of this trend are an increasing association with the perception of rabbits as pets, consumers’ changes in lifestyle, and eating habits. Additionally, increasing attention is paid to ethical issues regarding animal welfare. Investigating consumers’ knowledge, perceptions, and concerns about rabbit meat production and consumption are crucial for improving market strategies. This study investigated consumers’ perspectives of rabbit meat to provide useful information to producers for promoting this sector to consumers. A mixed-methods research design was applied. Qualitative data were collected through four focus group discussions involving 32 consumers and quantitative data through a semi-structured questionnaire administered nationally and completed by 1001 consumers. The limited use of antibiotics in inbreeding and the absence of animal suffering are factors that most influence consumers’ willingness to purchase rabbit meat. Rural/domestic farms were recognized as places where animal welfare measures can be applied and have a positive influence not only on organoleptic quality but also on ethical value and food safety. The cage was perceived as unsuitable for rabbit growth and was oriented to a process of fattening based on industrial feed and antibiotics. Respondents sought information on rabbit farming during purchase, and the label was the most used tool. The rabbit meat production sector should consider these results to meet consumers’ demands and raise awareness among operators on the use of animal welfare-based farming systems, helping to build a more positive image of the rabbit meat industry.