View article

To identify consumer attitudes and beliefs about (liquid) milk that may be barriers to consumption.

Two random-quota telephone surveys conducted in Auckland one year apart. Respondents were questioned about their usual milk intake and their attitudes to milk. The questionnaire included attitude items that reflected the main themes of consumer interest in milk.

New Zealand.

Seven hundred and thirteen respondents in the baseline survey and a separate sample of 719 respondents in the follow-up survey.

At least one-third of the respondents consumed less than a glass (250ml) of milk a day. Non-consumption was highest in young women (15%). People's concerns about milk related to what was important in their lives; what threatens them physically and emotionally. Women held more positive attitudes but they were concerned about the fat content of milk. Men were less …