Customer’s Behavior and Willingness to Pay for the Antioxidant Eggs

Chicken eggs enriched with antioxidants are produced to provide functional foods that healthier consume, a premium price. The study was intended analyze customers’ assessment, buying behavior, and willingness pay the antioxidant (AO) chicken eggs. conducted in Malang Regency, closest location UMM Farm Business Unit. Primary data were obtained from interviews customers of AO conventional analyzed quantitative descriptive design t-test. results suggested assessed had better nutritional content than one impact on health. Customers’ behavior indicated purchase still lower eggs, although customers' tasting attitude egg portrayed higher preference. Customers willing more expensive price without any label 7% counterpart during time study. If labeled, they will take 21% recommended producers do packaging labeling expand market. Moreover, needs consider various designs based consumer preferences determine market penetration