Barriers to Dairy Product Consumption: The Role of Information and Promotional Activities from the Perspective of Polish Physicians

This study aimed to identify and evaluate physicians‘ perceptions of the key barriers that limit the consumption of dairy products, as well as the information sources and measures that could be implemented in marketing and educational practices to increase dairy product consumption. The study is based on a survey conducted among Polish doctors. Data were analysed using measures of central tendency and variability, rank analysis, and the principal component method. According to the surveyed physicians, the most important barriers were lack of proper eating habits and insufficient knowledge of the health benefits of dairy products, followed by concerns related to food adulteration and information about potential health risks for certain consumer groups. Based on principal component analysis of the surveyed physicians’ assessments, the perceived barriers to dairy product consumption were grouped into three dimensions: educational and cultural barriers, ethical and environmental barriers, and pragmatic and health-related barriers. According to respondents, doctors and recommendations from family members and friends are important sources of information about dairy products. In the physicians’ view, digital communication channels are perceived to have a greater influence on consumer attitudes and behaviours than traditional media. The surveyed doctors suggested several measures that could increase consumer interest in dairy products, including disseminating expert-endorsed messages, running social campaigns to raise awareness among children and parents, publicising recommendations issued by scientific institutions on the benefits of consuming dairy products and educating consumers about quality certification labels. This study addresses a research gap by providing an integrated assessment of dairy consumption barriers, information sources, and promotional and educational activities from the perspective of Polish physicians, thereby complementing previous consumer-focused research with a professional medical perspective. The study’s results also enable the identification of measures to increase demand for dairy products by leveraging doctors’ influence on consumer opinions in the marketing communication process.