Abstract
Factors influencing Chinese Americans' dairy consumption were determined from 8 focus groups, stratified by marital status and sex, and conducted with a script based on the theory of planned behavior. Participants ate only 1.5 +/- 1.1 servings of dairy daily. Their consumption was influenced by taste and convenience (personal attitudes), preferences and advice of family members and friends (subjective norm), and many barriers (perceived behavioral control). Dairy products preferred fit into breakfast or snacks, or were ingredients in fast foods. Participants lacked ability to cook with dairy products to different degrees. Barriers to consumption included traditional dietary habits, unfamiliarity with many dairy products, high price, and unacceptable taste and fat content. Strategies to address these findings are suggested.