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

Table 5 Detailed differences of focus groups (FG) and textual units (TU) in the categories and subcategories of milk and cheese consumption based on the Theory of planned behaviour (TPB) and identified between high and low consumers’ groups in relation to the themes of taste, pleasure and emotions^a

Dairy product	TPB categories^b	TPB subcategories of beliefs^c	High consumers	Low consumers
Milk	Enjoyable tastes	Only tastes good if cold	0 FG	3 FG
	Enjoyable tastes	Only tastes good if cold	0 TU	3 TU
	Socio-affective advantages		6 FG	3 FG
	Socio-affective advantages		14 TU	7 TU
		It’s comforting	5 FG	1 FG
		It’s comforting	7 TU	1 TU
	Staple food	Indispensable food	3 FG	1 FG
	Staple food	Indispensable food	6 TU	1 TU
	Unpleasant organoleptic properties	Bad taste	3 FG	7 FG
	Unpleasant organoleptic properties	Bad taste	4 TU	15 TU
	Favourable food/drink combinations		5 FG	7 FG
	Favourable food/drink combinations		10 TU	19 TU
Cheese	Enjoyable tastes	Provides pleasure	7 FG	4 FG
		Provides pleasure	12 TU	6 TU
		Taste goes well with several foods	2 FG	4 FG
		Taste goes well with several foods	4 TU	6 TU
		Increases the flavour of a food	2 FG	5 FG
		Increases the flavour of a food	2 TU	9 TU
	Socio-cultural advantages	Special, elite food, once in a while or special occasions	3 FG	0 FG
	Socio-cultural advantages	Special, elite food, once in a while or special occasions	5 TU	0 TU
	Unpleasant organoleptic properties		5 FG	9 FG
	Unpleasant organoleptic properties		15 TU	24 TU
	Disadvantageous affective value^d	Difficult to stop eating it	3 FG	2 FG
	Disadvantageous affective value^d	Difficult to stop eating it	7 TU	2 TU
	Increased confidence in the product	Direct contact with cheese maker and going to cheese stores	5 FG	1 FG
	Increased confidence in the product	Direct contact with cheese maker and going to cheese stores	7 TU	1 TU
	Unpleasant odours		2 FG	6 FG
	Unpleasant odours		4 TU	7 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
^dDisadvantageous affective value refers to all beliefs reported by participants associated with negative emotions felt during or after eating cheese (e.g. difficult to stop eating it)

ISSN: 2055-0928