Food Protection Trends - January/February 2018 - 42

TABLE 5. Items and factor analysis used to construct the variables Attitude-Concerns,
Attitude-Responsibility, and Attitude-Benefitsa (cont.)
Rotated component matrix d
Attitude belief statements b

Attitude evaluation statements c

It is the responsibility of the dairy industry
to educate the public about the health
benefits of milk and dairy products.

How important is it that the dairy industry
takes the responsibility to educate the
public about the health benefits of milk and
dairy products?

Government regulators have made getting
"certified organic producer" status too
expensive for most farmers.

How important is it that government
regulators make it more affordable for
farmers to obtain "certified organic
producer" status?

For safety, it is as important for raw milk
to be government regulated as it is for
pasteurized milk to be regulated.

For safety, how important is government
regulation of raw milk?

Factor internal consistency

AttitudeAttitudeAttitudeConcerns Responsibility Benefits

---

0.757

---

0.622

---

---

---

0.815

---

α = 0.873

α = 0.777

α = 0.666

Factor analysis statistics: R2 = 0.607, KMO = 0.828, Bartlett's test of Sphericity, P < 0.001.
Note: Two sets of attitude statements failed inclusion in factor analysis
b
Scale: Strongly agree = 5, Strongly disagree = 1
c
Scale: Very important/Very likely = 3, Very unimportant/Very unlikely = -3
d
Extraction method, principal component analysis; rotation method, Varimax with Kaiser Normalization
a

Informational Subjective Norm differed in the Information
Seeking/Avoiding Behavior (P = 0.003) and Heuristic
Information Processing Behavior models (P < 0.001);
however, mean differences were not found (Table 3).
Current Knowledge was highly significant for the Heuristic
Information Processing Behavior model (P < 0.001). Mean
differences were found for Residence (P < 0.001). Rural
residents were more knowledgeable about general food safety
concepts compared to the urban respondents.
For the Heuristic Information Processing Behavior model,
Media Bias Beliefs differed (P = 0.002). The significant
interaction between residency and milk preference groups
accounted for the model significance (Table 3). Urban
consumers of unpasteurized milk products scored higher
means than did their rural counterpart product consumers,
scoring lowest on the belief that the media exaggerate,
sensationalize and report their bias when reporting on
the safety of milk products. Differences were also found
for both this model (P = 0.011) and the Information
Seeking/Avoiding Behavior model (P < 0.001) for the
variable Another Internet Source. The unpasteurized milk
consumption group scored higher than the pasteurized milk

42

Food Protection Trends January/February

consumers on their use of Internet information sources
(Twitter, blogs, Pinterest) to learn about milk product safety.
The capacity to seek and find information about the safety
of milk products was highest for the urban, pasteurized milk
consumption group and lowest for the rural, unpasteurized
milk consumption group (Table 3). The variable was
significant for the Information Seeking/Avoiding Behavior
model (P = 0.009).
Hierarchical linear modeling for the TPB model
(Table 7)
When the prediction variable Information Seeking/Avoiding was included as a predictor variable in the HLM analysis
of the TPB model (Fig. 1), differences were found for Information Seeking/Avoiding (P = 0.008), Perceived Behavioral
Control (P = 0.022), Attitude-Concerns (P < 0.001), and Attitude-Responsibility (P < 0.001). The model was significant
(P < 0.001), with 32.7% of the overall variation explained
by the set of included predictor variables. Likewise, both
of the Milk Consumption Behavior models with Heuristic
and Systematic Information Processing predictor variables
were significant (Heuristic, P < 0.001, R2 = 0.319; System-



Table of Contents for the Digital Edition of Food Protection Trends - January/February 2018

Assessing the Usage of Food Thermometers at American University Football Tailgates
An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Beyond the Bio - Joe Frank
PDG Highlight The Dairy Safety & Quality Professional Development Group
General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Industry Products
Coming Events
Food Protection Trends - January/February 2018 - Cover1
Food Protection Trends - January/February 2018 - Cover2
Food Protection Trends - January/February 2018 - 1
Food Protection Trends - January/February 2018 - 2
Food Protection Trends - January/February 2018 - 3
Food Protection Trends - January/February 2018 - 4
Food Protection Trends - January/February 2018 - 5
Food Protection Trends - January/February 2018 - 6
Food Protection Trends - January/February 2018 - 7
Food Protection Trends - January/February 2018 - Assessing the Usage of Food Thermometers at American University Football Tailgates
Food Protection Trends - January/February 2018 - 9
Food Protection Trends - January/February 2018 - 10
Food Protection Trends - January/February 2018 - 11
Food Protection Trends - January/February 2018 - 12
Food Protection Trends - January/February 2018 - 13
Food Protection Trends - January/February 2018 - 14
Food Protection Trends - January/February 2018 - 15
Food Protection Trends - January/February 2018 - 16
Food Protection Trends - January/February 2018 - 17
Food Protection Trends - January/February 2018 - An Assessment of Potential Heavy Metal Contaminants in Bivalve Shellfish from Aquaculture Zones along the Coast of New South Wales, Australia
Food Protection Trends - January/February 2018 - 19
Food Protection Trends - January/February 2018 - 20
Food Protection Trends - January/February 2018 - 21
Food Protection Trends - January/February 2018 - 22
Food Protection Trends - January/February 2018 - 23
Food Protection Trends - January/February 2018 - 24
Food Protection Trends - January/February 2018 - 25
Food Protection Trends - January/February 2018 - 26
Food Protection Trends - January/February 2018 - Mental Models of Pasteurized and Unpasteurized Milk Product Consumption in the United States
Food Protection Trends - January/February 2018 - 28
Food Protection Trends - January/February 2018 - 29
Food Protection Trends - January/February 2018 - 30
Food Protection Trends - January/February 2018 - 31
Food Protection Trends - January/February 2018 - 32
Food Protection Trends - January/February 2018 - 33
Food Protection Trends - January/February 2018 - 34
Food Protection Trends - January/February 2018 - 35
Food Protection Trends - January/February 2018 - 36
Food Protection Trends - January/February 2018 - 37
Food Protection Trends - January/February 2018 - 38
Food Protection Trends - January/February 2018 - 39
Food Protection Trends - January/February 2018 - 40
Food Protection Trends - January/February 2018 - 41
Food Protection Trends - January/February 2018 - 42
Food Protection Trends - January/February 2018 - 43
Food Protection Trends - January/February 2018 - 44
Food Protection Trends - January/February 2018 - 45
Food Protection Trends - January/February 2018 - 46
Food Protection Trends - January/February 2018 - 47
Food Protection Trends - January/February 2018 - 48
Food Protection Trends - January/February 2018 - 49
Food Protection Trends - January/February 2018 - 50
Food Protection Trends - January/February 2018 - 51
Food Protection Trends - January/February 2018 - Sanitary Carcass Dressing and Food Safety Practices in South Central U.S. Small and Very Small Establishments Manufacturing Fresh and Not-Ready-to-Eat Pork Products
Food Protection Trends - January/February 2018 - 53
Food Protection Trends - January/February 2018 - 54
Food Protection Trends - January/February 2018 - 55
Food Protection Trends - January/February 2018 - 56
Food Protection Trends - January/February 2018 - 57
Food Protection Trends - January/February 2018 - 58
Food Protection Trends - January/February 2018 - 59
Food Protection Trends - January/February 2018 - 60
Food Protection Trends - January/February 2018 - 61
Food Protection Trends - January/February 2018 - 62
Food Protection Trends - January/February 2018 - 63
Food Protection Trends - January/February 2018 - 64
Food Protection Trends - January/February 2018 - 65
Food Protection Trends - January/February 2018 - 66
Food Protection Trends - January/February 2018 - 67
Food Protection Trends - January/February 2018 - Beyond the Bio - Joe Frank
Food Protection Trends - January/February 2018 - 69
Food Protection Trends - January/February 2018 - 70
Food Protection Trends - January/February 2018 - PDG Highlight The Dairy Safety & Quality Professional Development Group
Food Protection Trends - January/February 2018 - General Interest Paper The Role of the European Food Safety Authority (EFSA) in the Fight against Antimicrobial Resistance (AMR)
Food Protection Trends - January/February 2018 - 73
Food Protection Trends - January/February 2018 - 74
Food Protection Trends - January/February 2018 - 75
Food Protection Trends - January/February 2018 - 76
Food Protection Trends - January/February 2018 - 77
Food Protection Trends - January/February 2018 - 78
Food Protection Trends - January/February 2018 - 79
Food Protection Trends - January/February 2018 - 80
Food Protection Trends - January/February 2018 - 81
Food Protection Trends - January/February 2018 - Industry Products
Food Protection Trends - January/February 2018 - 83
Food Protection Trends - January/February 2018 - 84
Food Protection Trends - January/February 2018 - 85
Food Protection Trends - January/February 2018 - 86
Food Protection Trends - January/February 2018 - 87
Food Protection Trends - January/February 2018 - Coming Events
Food Protection Trends - January/February 2018 - Cover3
Food Protection Trends - January/February 2018 - Cover4
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