Application of the Theory of Planned Behavior: Examining the Factors that Influence the Consumption of Dairy Milk Among Canadian University Students
Bibliographic record
Abstract
Despite a significant population increase and lobbying pressure from the dairy industry, the commercial sales of dairy milk in Canada have been declining for the past decade. It is known that younger consumers, those between ages 19-39, are facilitating this trend. However, it is uncertain what particular factors have caused this large-scale consumer preference to change that affects population and environmental health, respectively. There is a shortage of academic research dedicated to the topic of understanding consumers' attitudes towards this product, particularly in a Canadian context. Therefore, this study aims to improve understanding of how university-aged consumers perceive dairy milk in Ontario using the Theory of Planned Behavior. This study also aims to clarify what the most pertinent demographic influences are and identify the key barriers and motivators of dairy milk consumption. \n \nTo test theorized relationships, an online survey of University of Waterloo students was undertaken. Responses were analyzed by calculating standard errors, p-values, effect plots, odds ratios, and bivariate tables. The results revealed there were many factors associated with consuming dairy milk, both in terms of motivators and barriers, in regards to environmental and climate beliefs, animal welfare beliefs, health beliefs, behavioural beliefs, normative beliefs, and control beliefs. Within the demography context, diet, gender, ethnicity, and having children were most influential to consumers' intention to consume dairy milk.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".