How knowledge, attitudes, and beliefs impact dairy anti-consumption

Abstract

Purpose The purpose of this paper is to examine how individual’s health beliefs, nutrition knowledge (NK) and attitudes towards food technologies play a role in the anti-consumption of dairy products or the consumption of dairy alternatives. Design/methodology/approach Self-reported data concerning the consumption of milk, yogurt and dairy products in general were collected online among 1,705 adults in Canada. Also included in the survey instrument were measures of NK and health beliefs as well as questions from the food technology neophobia scale. Anti-consumption of milk, yogurt and dairy as well as alternative dairy consumption as a function of these characteristics, in addition to demographic characteristics, is analysed using probit models. Findings Individuals who demonstrate resistance to innovations in food technology, those with lower levels of dairy-specific NK, and people who have less belief that dairy avoidance will have negative impacts on their health are more likely to be anti-consumers of milk and/or yogurt. The same is true for dairy products in general with the exception that people with higher levels of dairy-specific NK are more likely to be anti-consumers of dairy products in general. Originality/value Inadequate intake of calcium and vitamin D has negative consequences for long-term health. Given that dairy products are the primary source of these nutrients in the Canadian diet, it is important to understand the reasons behind dairy anti-consumption so that appropriate policy measures can be taken to address potential public health issues.

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

“…This study reveals that CSR moderates and reinforces the relationship between fast‐food addiction and anti‐consumption behaviour (Allen et al, ). This is due to the fact that an individual is more likely to favour a product that he/she perceives to be healthy and environmentally friendly (Hartmann, Keller, & Siegrist, ).…”

“…Research primarily asserts that food product anti‐consumption is associated with sustainability and health concerns (Tosun & Yanar Gürce, ). This is confirmed in the case of meat and dairy products (Allen, Goddard, & Farmer, ). Nonetheless, the published research lacks insight into anti‐consumption regarding other food product categories, such as fast food, despite its extensive market share due to its convenient and instant nature when compared with other food service operators (Ehsan, ).…”

“…Various personal, social and environmental factors also play an important role in food intake and avoidance (Wang, Xiang, Yang, & Ma, ). For example, research has focused on resistance to meat dairy product consumption, which is motivated by factors such as lactose intolerance, allergies, cultural norms, religious connotations or CSR (Allen et al, ).…”

“…For example, if a consumer believes that his/her addiction to fast food will lead to harmful health consequences, then he/she is more likely to develop anti‐consumption tendencies. Allen et al () also postulate that consumer social beliefs and values can effectively moderate the relationship between consumer behaviour and anti‐consumption tendencies. Therefore, the researchers stipulate the following:…”

“…Moreover, no study has examined the relationship between food anti‐consumption and CSR (Sudbury‐Riley & Kohlbacher, ). Accordingly, this research considers the present gap in the literature with relation to experimental research on the antecedents of food‐related anti‐consumption behaviour (Allen et al, ).…”