Selection of milks with varying fat contents and related overall liking, attitudes, norms and intentions.
A total of 236 subjects who used non-fat (0%), low-fat (1.9%) or regular-fat (3.9%) milk as their principal milk source participated in a hedonic test and in a survey in which overall liking, attitudes, norms and buying intentions of the three milk types as well as aspects of their consumption and shifts among them were studied. The subjects strongly preferred their own milk type in hedonic tests, in survey ratings of liking, and in their beliefs concerning sensory quality, nutritional and health value and suitability for various purposes. All the user groups indicated a reluctance to shift from the usual milk type but were, however, aware of nutritional recommendations as to which milk type they should use. The Fishbein model of attitudes, norms and behaviour explained 18-47% of the variation in buying intentions or selections of the milk types. The predictive power of the attitudinal component was greater than that of the norm component. Insertion of survey ratings of overall liking into the regression model slightly improved its predictive power (up to 25-48%), but this component was highly correlated with the attitude variable. It is concluded that the use of a certain milk type is highly supported by a consistent belief structure and positive attributions, which defend the established behaviour against any pressure to shift to another type of milk.
D000328:Adult; D000367:Age Factors; D000818:Animals; D001290:Attitude; D002417:Cattle; D003071:Cognition; D004041:Dietary Fats / Q000008:administration & dosage*; D005260:Female; D005518:Food Preferences; D006801:Humans; D008297:Male; D008875:Middle Aged; D008892:Milk / Q000032:analysis*; D009749:Nutrition Surveys; D012044:Regression Analysis
D004041:Dietary Fats