BB is loose passive reg. He call a bit too much and from time to time does some stuff that makes me scratch my head.
This is marginal open but since his 3bet is only 4% I decided to go for it. On the flop I do not want to check since I do not feel comfortable c/c and c/f top pair + gutshot also feels bad. On the turn I do not feel good about c/c and thinking ahead I think this hand is decent candidate to bluff to make him fold his flushes( I choose this Jxxx combo because I have pocket pair and my chances to improve to full house is lower).
Is this hand a bit too strong to try and bluff and I should just check to try and get to showdown ( if it is the case what hands we are bluffing?) or am I just being too fancy?

Omaha Pot Limit - €0.25/€0.50 - 4 players

UTG: €88.69 (177 bb)
BU: €15.20 (30 bb)
SB (Hero): €23.73 (47 bb)
BB: €50.50 (101 bb)

Pre-Flop: (€0.75) Hero is SB with J♠ 8♣ 7♠ 7♦
2 players fold, Hero raises to €1.50, BB calls €1

Flop: (€3) 2♥ J♣ 9♥ (2 players)
Hero bets €2.25, BB calls €2.25

Turn: (€7.50) J♥ (2 players)
Hero bets €4.50, BB calls €4.50

River: (€16.50) 4♠ (2 players)
Hero bets €15.48 (all-in)

no

This style of play is extremely high variance, and is extremely villain dependent. I wouldn't do this against an unknown or against a station, but might do this against a weak player. If you feel it's a good play against a weak player, go for it.

what's wrong with c/c flop ?

i don't think the river bluff is working often enough

It is hard for my hand to improve and even when I improve I am not sure if I have the best hand or not.

Problem with betting these kind of hands are that your building a big pot OOP with a medioker hand with little to none chans of winning.