Extensive husbandry and animal welfare are important for acceptance of rabbit meat production among Swedish youth

Abstract

Global meat production and consumption are increasingly unsustainable. One way to counteract this development is to change the type of meat consumed. Rabbit meat has relatively lower climate impact than many other types of meat, but consumer acceptance is crucial for a socially sustainable production. In this study we examine the acceptance of industrial, extensive and urban rabbit production among Swedish senior high school youth, 17 to 19 yr old. An electronic survey was sent to ten randomly selected senior high school classes with 17 to 19 year-old students. The survey included inquiries about background, scaled responses and open-end questions with the opportunity to comment. A total of 111 students completed the survey, of which 62 were women, 74 from rural areas and 91 with previous animal experience. Extensive production was more accepted than industrial and urban production, while no difference was observed between industrial and urban production. Thus, the results advocate a farming system with more animal movement, less productivity and higher space requirements. In general, male respondents were more accepting of all production systems than women, while no difference could be detected between rural and urban citizens. The scaling shows that animal welfare, local production and meat quality was given priority over climate impact, biodiversity and price. Our study suggests useful prerequisites to consider for the meat industry in general, and for the development of Swedish rabbit production.

Keywords

• oryctolagus cuniculus
• production system
• consumer
• marketing
• sweden