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Understanding consumers’ willingness to use omega-3 enriched eggs

DOI
https://doi.org/10.3280/ecag2025oa18685
Submitted
ottobre 15, 2024
Published
2025-04-15

Abstract

One of the most important consumer trends in the food sector is the increasing popularity of nutritionally enriched food product consumption, especially omega-3 enriched foods. This study examines the consumers’ willingness to consume omega-3 enriched eggs and applies the Health Belief Model (hereinafter: HBM). An online survey was conducted on a representative sample of 524 Croatian consumers who do grocery shopping for their households and purchase eggs. The data was collected from a representative panel using quota sampling by gender and age and analyzed using SEM by Partial Least Square. The results show that almost 3/4 of the respondents do not know what omega-3 enriched eggs are. The perceived benefits, selfefficacy, cue to action and health motivation have a positive impact on the willingness to use omega-3 enriched eggs.
Contrarily, the effects of threat perception variables (perceived severity and perceived susceptibility) and barriers on the willingness to use omega-3 enriched eggs are not significant.
The results could support the efforts of the producers and the authorities to develop strategies that promote the consumption of omega-3 enriched foods, especially eggs.

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