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Table 3 Beliefs regarding milk and cheese consumption, according to Theory of planned behaviour constructsa

From: Salient beliefs among Canadian adults regarding milk and cheese consumption: a qualitative study based on the theory of planned behaviour

Behavioural beliefs (Attitudes) Normative beliefs (Subjective norm) Control belief (Perceived behavioural control)
Advantages Disadvantages People/groups approving People/groups disapproving Facilitators Barriers
Health benefits Undesirable health effects Family and friends Family and friends Reducing the price High price
Nutritional advantages Nutritional disadvantages Health professionals and advisors Health professionals and advisors Potential improvements to the product Health status as a barrier
Enjoyable tastes Unpleasant organoleptic properties Agri-food or restaurant industries Communications domain Varied and increased supply Reducing confidence in the product
Practicality Processed product that contains undesirable substances Communications domain Persons or groups who promote a diet Current and better access Problems linked to the supply
Socio-affective advantages Impracticality Socio-political agents Agri-food or restaurant industries Increased confidence in the product Habits and cultural values as barriers
Socio-cultural advantagesc Questions about sourceb Persons linked to education Socio-political agentsc Favourable social influences Social influences as barriers
Natural product Disadvantageous affective valuec   Persons linked to education Favourable food/drink combinations Food/drink combinations as barriersb
Staple food    Foreignersb Better packaging or formats Unpleasant odoursc
Advantages relating to socio-economic impactsc     Cooking information and tips Limited accessibility
     Favourable cultural habits and values Impractical formats or packagingb
     Health status or body weight as a facilitator Lack of equipmentb
      Physical environment as a barrierb
      Lack of cooking information or tipsc
  1. aIn descending order of reported frequency
  2. bBelief category that emerged only for milk consumption
  3. cBelief category that emerged only for cheese consumption