Empirical results from two-ordered probit models suggest that (a) men, Catholics, and blue-collar workers are more positive about rabbit meat than their corresponding counterparts are; (b) men, Catholics, and blue-collar workers are the major consumers of rabbit meat in Louisiana and southeast Texas; and (c) 11 percent of female consumers are willing to try rabbit meat. Rabbit meat is low in fat, sodium, and cholesterol, and high in protein, but its price is comparable to that of bone and skinless chicken breast. Therefore, any promotional efforts to expand consumption must emphasize the meat's nutritional attributes rather than its price.