Understanding reduced-fat milk consumption among male adolescents using the theory of planned behavior

This study identifies factors that influences reduced-fat milk consumption among 560 male students, ages 13-18 years, attending North Los Angeles County public high schools. Participants completed a group-administered Theory of Planned Behavior-based questionnaire. The majority of the participants, 94.8%, reported that they currently drank some kind of milk. Of those who reported that they drank milk, 68.2% reported that they currently drank reduced-fat milk or skim milk. Attitude, subjective norm and perceived behavioral control were each significant predictors of intention to drink reduced-fat milk and together explained 62% of its variance. The strongest predictor was attitude, followed by perceived behavioral control and subjective norm. Taste and possible health benefits were the primary predictors of attitude; parents, siblings and doctors' opinions predicted subjective norm; and availability of reduced-fat milk at home and school predicted perceived control. These findings may guide health professionals in planning programs intended to increase reduced-fat milk consumption among male adolescents. © 2005 Taylor & Francis Group, LLC.