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Table 4 Detailed differences of focus groups (FG) and textual units (TU) in the categories and subcategories of milk consumption based on the Theory of planned behaviour (TPB) and identified between groups of men and womena

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

Dairy product TPB categoriesb TPB subcategories of beliefsc Men Women
Milk Questions about source Discomfort related to drinking another mammal’s milk 2 FG 7 FG
2 TU 12 TU
Persons/groups in the agri-food or restaurant industries approving   8 FG 5 FG
22 TU 6 TU
Communications domain approving Media and advertisements 7 FG 2 FG
9 TU 3 TU
Persons/groups in the agri-food or restaurant industries disapproving Other types of drink companies 3 FG 0 FG
5 TU 0 TU
Increased confidence in the product Canadian quality control regulations for milk are reassuring 3 FG 0 FG
4 TU 0 TU
Varied and increased supplyd Having organic milk 0 FG 4 FG
0 TU 4 TU
Reducing confidence in the product Bad news in the media 5 FG 0 FG
10 TU 0 TU
  Animal welfare concerns 2 FG 6 FG
7 TU 7 TU
  Environmental concerns about production 0 FG 3 FG
0 TU 3 TU
  1. a1 FG means that one or several participant in the FG addressed the issue or expressed the belief; differences of at least two FG were retained for presentation - 1 TU refers to any mention by any participant in any FG of men or women; differences of twice the number of TU or more were retained for presentation
  2. bAll the TPB categories that emerge from this study are identified in Table 3
  3. cOnly TPB subcategories presenting a noteworthy difference in the number of FG or TU are indicated here
  4. dVaried and increased supply refers to all beliefs reported by participants that refer to a variety or a flavour of milk already available (e.g. having organic milk) or that could become available in the current supply