Vahid Ajorloo - Ph.D. Candidate in Economic and Management Sciences, University of Algarve
Rui Nunes - Senior Lecturer at the Faculty of Economics, University of Algarve
Efigénio Rebelo - Full Professor at the Faculty of Economics, University of Algarve

Per-capita dairy consumption in Iran is much lower than the recommended amount bynutritionists and authorities. In addition to economic reasons, consumers views and beliefsseem to play a very important role in this regard. Using a mixed-method Q technique, thisstudy aims to discover the diversity of attitudes in Iranian people toward milk and dairyproducts. Exploratory Factor Analysis (Principal Component Method and then Varimaxrotation) was employed to identify and interpret the diversity of views. Conducting 6 semistructureddeep interviews with experts in the dairy industry and market, as well asacademic and institutional authorities, the Concours for this study shaped and thenenriched through the review in literature and news sources. 30 statements were extractedas the Q-sample and 25 participants took part in Q sort procedure. 4 meaningful factorsextracted as 4 distinct viewpoints on milk and dairy products.

Milk, Dairy products, Consumers’ viewpoints, Q-Methodology, Factor analysis, Iran