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

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 women^a

Dairy product	TPB categories^b	TPB subcategories of beliefs^c	Men	Women
Milk	Questions about source	Discomfort related to drinking another mammal’s milk	2 FG	7 FG
	Questions about source	Discomfort related to drinking another mammal’s milk	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
	Communications domain approving	Media and advertisements	9 TU	3 TU
	Persons/groups in the agri-food or restaurant industries disapproving	Other types of drink companies	3 FG	0 FG
		Other types of drink companies	5 TU	0 TU
	Increased confidence in the product	Canadian quality control regulations for milk are reassuring	3 FG	0 FG
	Increased confidence in the product		4 TU	0 TU
	Varied and increased supply^d	Having organic milk	0 FG	4 FG
	Varied and increased supply^d	Having organic milk	0 TU	4 TU
	Reducing confidence in the product	Bad news in the media	5 FG	0 FG
	Reducing confidence in the product	Bad news in the media	10 TU	0 TU
		Animal welfare concerns	2 FG	6 FG
		Animal welfare concerns	7 TU	7 TU
		Environmental concerns about production	0 FG	3 FG
		Environmental concerns about production	0 TU	3 TU

^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
^bAll the TPB categories that emerge from this study are identified in Table 3
^cOnly TPB subcategories presenting a noteworthy difference in the number of FG or TU are indicated here
^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

ISSN: 2055-0928