Schiano A N, Nishku S, Racette C M, Drake M A
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
J Dairy Sci. 2022 Jun;105(6):4946-4960. doi: 10.3168/jds.2021-21626. Epub 2022 Apr 2.
Dairy product consumption is motivated by both familiarity and habit. Milk consumption decreases with age, but milk consumption during childhood and adolescence increases the chances of lifetime milk consumption. Understanding how parents perceive dairy milk and other dairy foods further enables development of dairy-positive messaging that aligns with their perceptions. The objective of this research was to understand parent belief systems around fluid dairy milk and plant-based alternatives (PBA). This goal was accomplished by assessing parents' implicit attitudes toward dairy milk and PBA with an implicit bias exercise (n = 331), followed by qualitative interviews to understand explicitly stated purchase motivations and guided recall of information heard about dairy milk and PBA to better understand external influences on milk perception (n = 88). The majority of parents (73.4%) implicitly associated dairy milk with positive attributes compared with those with a positive association with PBA (13.8%) or with a neutral bias (12.7%). The stronger a parent's implicit bias toward PBA, the more likely they were to purchase these products either alongside or as a replacement for dairy milk. Eighty-five percent of parents in our study could recall drinking milk at home as a child, and 58% remembered encouragement from their parents to drink milk. However, only 38% encouraged their own children to drink milk (the majority, 55%, were neutral toward their children's milk consumption). Generally negative media messaging toward dairy milk and positive messaging toward PBA may contribute to this trend, even if consumers are not explicitly aware of their perception changes. Seventy-seven percent of parents felt generally confident in choosing dairy milk or PBA for their children. However, only 26% of parents felt that nothing about dairy milk or PBA information or messaging was confusing. Sources of uncertainty about dairy milk included hormones and antibiotics, animal welfare, ecological sustainability, potential contamination, and intolerances or allergies. By addressing the most commonly encountered and recalled concerns about milk from parents, dairy producers may be able to increase trust and implicit bias toward dairy milk compared with PBA.
乳制品消费既受熟悉度的影响，也受习惯的驱使。牛奶消费量会随着年龄增长而下降，但儿童期和青少年期饮用牛奶会增加终生饮用牛奶的几率。了解父母对牛奶及其他乳制品的看法，有助于制定符合他们认知的积极的乳制品宣传信息。本研究的目的是了解父母围绕液态牛奶和植物性替代品（PBA）的信念体系。这一目标通过以下方式实现：采用内隐偏见练习评估父母对牛奶和PBA的内隐态度（n = 331），随后进行定性访谈，以了解明确表述的购买动机，并引导回忆所听到的关于牛奶和PBA的信息，从而更好地理解外界对牛奶认知的影响（n = 88）。与对PBA有积极联想（13.8%）或持中性偏见（12.7%）的父母相比，大多数父母（73.4%）将牛奶与积极属性进行内隐关联。父母对PBA的内隐偏见越强，就越有可能购买这些产品，要么与牛奶一起购买，要么作为牛奶的替代品。在我们的研究中，85%的父母记得小时候在家喝过牛奶，58%记得父母鼓励他们喝牛奶。然而，只有38%的父母鼓励自己的孩子喝牛奶（大多数，55%，对孩子喝牛奶持中立态度）。即使消费者没有明确意识到自己认知的变化，媒体对牛奶的普遍负面报道和对PBA的正面报道可能也促成了这一趋势。77%的父母对为孩子选择牛奶或PBA总体上有信心。然而，只有26%的父母认为关于牛奶或PBA的信息及宣传没有任何令人困惑之处。对牛奶存在不确定性的来源包括激素和抗生素、动物福利、生态可持续性、潜在污染以及不耐受或过敏。通过解决父母最常遇到和回忆起的对牛奶的担忧，与PBA相比，乳制品生产商或许能够增加消费者对牛奶的信任和内隐偏见。
