THE ROLE OF HEALTH AWARENESS AND SUBJECTIVE KNOWLEDGE IN PREDICTING INTENTION TO PURCHASE OMEGA-3 EGGS

Ismawati Ismawati, Rossa Putri Hanny, Aynun Syahira, Shafira Qurrata A’yuni

Abstract


Increasing health consciousness has driven the demand for functional food products, including omega-3 eggs. This study aims to analyze the factors influencing consumer purchase intention toward omega-3 eggs using the Extended Theory of Planned Behavior (E-TPB) framework, integrating health consciousness and subjective knowledge. A survey was conducted among 100 respondents in Jabodetabek who were aware of omega-3 eggs, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that health consciousness, subjective knowledge, and consumer attitudes do not significantly influence purchase intention. Conversely, subjective norms and perceived behavioral control have a significant positive effect on purchase intention. These findings confirm that consumer purchase intention for omega-3 eggs is largely driven by external factors namely social influence and product accessibility rather than internal cognitive factors or personal evaluations. Therefore, marketing strategies are recommended to focus on social approaches (such as influencer recommendations and word-of-mouth marketing) and improving product availability in the market. Additionally, this study is limited by a relatively small sample size; thus, future research is recommended to expand the respondent coverage and explore additional variables, such as trust, perceived usefulness, or emotional factors, to gain a more comprehensive understanding.

Keywords


Consumer Behavior; E-TPB; Functional Food; Health Literacy; PLS-SEM

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DOI: https://doi.org/10.20961/sepa.v23i2.118325

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