Factors Influencing Nutritional Awareness, Perceptions and Consumption of Rabbit Meat among Households in Njoro Sub County, Kenya

Abstract

Globally, the livestock sector is undergoing a transformation driven by rapid urbanization, population growth and increasing incomes. This has led to the rising demand for sustainable and healthy protein sources. Rabbit meat has been highlighted as a nutritious food option. Its high protein, low cholesterol, and rich mineral content, makes it a potential alternative to conventional meats such as beef, pork, and poultry. Despite its advantages, consumption remains low in Kenya due to limited nutritional awareness, negative consumer perceptions and other socioeconomic and demographic factors. The specific objectives of this study were to identify factors influencing nutritional awareness, perceptions of rabbit meat and determine factors influencing consumption of rabbit meat among households in Njoro Sub-County, Kenya. Data from 186 households in three wards (Njoro, Kihingo, and Mauche) were collected using face-to-face interviews. A multistage approach consisting of purposive, simple and systematic random sampling methods was used to select households. Multivariate probit regression, ordered probit regression analysis and the double hurdle model were employed for analysis using SPSS 16 and STATA 27 software. The results of the study indicated that education, marital status, occupation, and age significantly influence households’ nutritional awareness of rabbit meat. Households perceived rabbit meat favorably regarding taste, smell, nutrition, and preparation time, but noted concerns about its affordability and accessibility. Age, education, awareness, income, and location significantly influenced overall perceptions of rabbit meat. Factors that influenced initial decision by households for rabbit meat consumption were awareness on nutritional value, age, education level, knowing a rabbit keeper, distance to market and taste. Age, household size, distance to market, affordability and location significantly influenced the consumption per capita of rabbit meat by households. The study concluded that rabbit meat was perceived positively for its taste, nutrition and ease of preparation while its consumption was constrained mainly by affordability and accessibility. To boost rabbit meat consumption, the study recommends awareness campaigns with a focus on younger individuals. Regional disparities on rabbit meat perception call for location-specific outreach, while improved distribution networks and pricing incentives can enhance accessibility and affordability. Further research should explore how sensory attributes and preparation methods influence acceptance across demographic groups.