Theory of Reasoned Action predicts milk consumption in women

Objective. To determine the factors influencing the consumption or avoidance of milk in women. Subjects/setting. One hundred women completed food frequency questionnaires and a milk attitudes questionnaire framed within the Theory of Reasoned Action and performed sensory evaluations of different milk samples. Statistical analyses. Differences among milk types were assessed using X-way analysis of variance and least-significant-difference mean comparison procedures. Correlation and multiple regression analyses, and standardized partial regression coefficients, were used to determine the contribution of each component of the model in predicting behavior. Results. Mean age of the 100 subjects was 39 years (range = 20-70 years). Milk consumption among subjects was low; 23 subjects indicated that they seldom or never drank milk. Data from the dairy frequency questionnaire showed that the primary milk for 42%, 36%, 27%, and 18% of the milk drinkers was skim, 2%, 1%, and whole, respectively (subjects could indicate more than 1 type of milk consumed). The Theory of Reasoned Action indicated that health and familiarity belief items were most associated with attitudes toward milk consumption. Skim milk had significantly lower scores for taste and texture belief items than 1%, 2%, and whole milk (P < .05), yet more subjects reported that they drank skim milk (42%) than the other milk types. Sensory evaluation demonstrated that subjects liked whole milli significantly more than skim milk (P < .05). Conclusions/applications. Some people continue to consume skim milk for reasons other than beliefs about taste and texture or actual sensory preference. This study identifies important factors contributing to milk consumption such as beliefs, attitudes, and sensory evaluation, which can be used to develop a specific framework in which to examine other components of milk consumption behavior.