ATTITUDES, HABIT, SENSORY AND LIKING EXPECTATION AS DETERMINANTS OF THE CONSUMPTION OF MILK

A total of 111 subjects took part in a survey in which attitudes, habi ts, surveyed ratings of liking and of sensory attributes, and consumpt ion frequency, of the three types of milk, skimmed, semi-skimmed and w hole fat, were studied. The frame of reference for design and analysis was based in part on the Fishbein and Ajzen model of reasoned action. Habit was found to be more important than attitude in the prediction of the behavioural intention. Liking was more important than intention for predicting Behaviour with the exception of semi-skimmed milk for which the intention was equally important, whereas the inclusion of su rveyed ratings of sensory/hedonic components for milk into the model f ailed to improve the prediction of attitude. The relationships between beliefs, evaluations and altitudes were examined. (C) 1998 Elsevier S cience Ltd. All rights reserved.