Files
Abstract
Our paper analyzes consumer preferences toward fresh rabbit meat and alternative marketing
formats for rabbit meat. The empirical analysis uses consumer-level questionnaires to elicit information
regarding consumer attitudes toward rabbit meat in Catalonia (Spain).
We use the Dual Response Choice Experiment (DRCE) design which allows for analyzing forced
and unforced options in choice experiments using the same sample. The Heteroscedastic Extreme-
Value (HEV) model is used due to its relaxation of the restrictive assumption made in the Multinomial
Logit Model regarding the identically distributed error term across alternatives.
Our results demonstrate a higher preference for rabbit meat from “Catalan” origin followed by
higher quality certification information. Convenience and “ready to eat” products made from rabbit
meat may help bolster increased consumption. An effective communication campaign is needed to
educate individuals regarding the health characteristics of rabbit compared to other types of meat.
Furthermore, results demonstrate that the ordering of attributes is not significantly different from forced
and non-forced choices obtained from the DRCE design. However, significant differences on the
magnitude of the preferences for some attributes’ levels are found.