Consumer preferences for milk and yogurt attributes: How health beliefs and attitudes affect choices

Using data from a Canadian national survey assessing dairy product preferences in 2011, individual preferences for milk and yogurts with specific attributes are examined in this study. Statements developed based on the Health Belief Model, food attitudes, beliefs about the role that nutrition plays in health, nutrition knowledge, and an individual’s propensity to make changes to improve their health are used to predict whether or not respondents consume milk/yogurt, the frequency with which they consume it, which type of product they typically consume, and how much they would be willing to pay for new milk or yogurt attributes. Results indicate that several aspects of the Health Belief Model as well as general nutrition knowledge can predict purchasing and consumption intentions for milk and yogurt products. All else being equal, the influences on an individual’s willingness to pay for unique milk or yogurt characteristics in stated choices are different then the influences on their self-identified willingness to seek out milk or yogurt to increase calcium in their diet.