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Understanding consumers? willingness to use omega-3 enriched eggs

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Listed:
  • Marina Tomic Maksan
  • ?eljka Mesic
  • Branka ?akic Bobic
  • Damir Kovacic
  • Andreas C. Drichoutis

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.

Suggested Citation

  • Marina Tomic Maksan & ?eljka Mesic & Branka ?akic Bobic & Damir Kovacic & Andreas C. Drichoutis, 2025. "Understanding consumers? willingness to use omega-3 enriched eggs," Economia agro-alimentare, FrancoAngeli Editore, vol. 2025(1), pages 135-189.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2025oa18685
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