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Table 6 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 high and low consumers’ groups in relation to the themes of doubts and distrusta

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 High consumers Low consumers
Milk Undesirable health effects Gives gastro-intestinal problems 3 FG 8 FG
7 TU 13 TU
  Causes mucus or worsens it 3 FG 6 FG
5 TU 8 TU
Nutritional disadvantages Doubts about usefulness or absorption of calciumd 0 FG 2 FG
0 TU 2 TU
Questions about source Discomfort to drink another mammal’s milk 3 FG 6 FG
3 TU 10 TU
  Disgust associated with nature of milk (body fluid) 0 FG 3 FG
0 TU 5 TU
  Adapted to needs of calves, not of humans 1 FG 3 FG
2 TU 6 TU
Potential improvements to the products Having milk with no additives, antibiotics, hormones or white blood cells 1 FG 2 FG
1 TU 7 TU
Reducing confidence in the product   7 FG 9 FG
20 TU 31 TU
  Animal welfare concerns 3 FG 5 FG
5 TU 8 TU
  Negative study results 0 FG
0 TU
2 FG
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. dDoubts about usefulness or absorption of calcium refers to all beliefs reported by participants that question the efficiency of calcium absorption and the usefulness of calcium from milk