Understanding consumers’ willingness to use omega-3 enriched eggs
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 (herein...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
FrancoAngeli
2025-04-01
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| Series: | Economia Agro-Alimentare |
| Subjects: | |
| Online Access: | https://journals.francoangeli.it/index.php/ecagoa/article/view/18685 |
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| Summary: | 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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| ISSN: | 1972-4802 |