Purpose: This preliminary study was conducted to understand antecedents to unpasteurized milk consumption behavior in the United States.
Methods: Survey methods were used to probe beliefs that may frame subsequent milk consumption behavior. Consumers of unpasteurized milk (n = 36) or pasteurized milk (n = 45) were recruited to participate in the study.
Results: Both groups agreed that they have personal control over whether they will contract a foodborne illness from consuming a milk or dairy product (P = 0.32). Neither group believed they were susceptible to a milk-borne illness (P = 0.95), but if they did become ill from milk consumption, the illness would be serious (P = 0.21). Pasteurized milk consumers had greater trust than unpasteurized milk consumers in institutions (government or science) that strive to protect health and safety of people (P > 0.001). Respondents did not differ in their overall political philosophy (P = 0.86). There were representatives of all response choices (conservative to liberal), with both groups tending to neutral as the median choice. Anger (P = 0.43) and uncertainty (P = 0.32) were not affective responses that related to beliefs about possible health risk associated with consuming milk. The affect, worry, differed between pasteurized- and unpasteurized-milk consumers with pasteurized milk consumers expressing greater worry (P = 0.04). Unpasteurized milk consumers strongly believed their health was a function of their personal actions (P = 0.001). Pasteurized milk consumers also believed in the connection between behavior and health, but the belief lacked the strength expressed by those who drink unpasteurized milk.
Significance: Strength of a belief is theorized as highly predictive of one’s eventual behavior, useful information in constructing persuasive educational campaigns to promote the safety of pasteurized milk.