Perceived benefits and barriers in the purchase and consumption of omega-3 enriched eggs

Cilj rada je ispitati percipirane koristi i barijere potrošača u kupnji i konzumaciji jaja obogaćenih omega-3 masnim kiselinama te utvrditi povezanost sociodemografskih obilježja i ponašanja potrošača u kupnji i konzumaciji jaja obogaćenih omega-3 masnim kiselinama. Online anketno istraživanje provedeno je na prigodnom uzorku od 159 ispitanika u Hrvatskoj. Rezultati istraživanja pokazali su kako više od polovice ispitanika nije upoznato s omega-3 obogaćenim jajima dok 40 % navodi da znaju više o ovom proizvodu. Samo 18 % ukupnog broja ispitanika izjasnilo se kako kupuje takva jaja i to najčešće u supermarketima. Kao najveću barijeru pri kupnji ovog proizvoda ispitanici navode cijenu i dostupnost jaja. Kao najveću korist konzumacije ovih jaja ispitanici ocjenjuju njihov doprinos u smanjenju rizika obolijevanja od kroničnih kardiovaskularnih bolesti i bolesti krvnih žila. S obzirom na to kako se današnji potrošači sve više okreću zdravijim navikama i prate novitete u prehrambenim trendovima, postoji potencijal za daljnji rast potražnje za omega-3 obogaćenim jajima. Rezultati mogu pomoći pri oblikovanju marketinške strategije s ciljem povećanja prodaje omega-3 obogaćenih jaja.The aim of this study is to examine consumers' perceived benefits and barriers in purchasing and consuming eggs enriched with omega-3 fatty acids, and to determine the relationship between socio-demographic characteristics and consumer behavior in the purchase and consumption of omega-3 enriched eggs. An online survey was conducted on a convenience sample of 159 respondents in Croatia. The research results showed that more than half of the respondents are not familiar with omega- 3 enriched eggs, while 40% state that they know more about this product. Only 18% of the total number of respondents reported buying such eggs, mostly in supermarkets. The biggest barrier to purchasing this product, as indicated by respondents, is the price and availability of the eggs. The greatest benefit of consuming these eggs, according to respondents, is their contribution to reducing the risk of chronic cardiovascular diseases and vascular diseases. Considering that today's consumers are increasingly adopting healthier habits and keeping up with innovations in dietary trends, there is potential for further growth in the demand for omega- 3 enriched eggs. These results can help shape a marketing strategy aimed at increasing the sales of omega-3 enriched eggs