Date of Award
2024
Document Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Community Development and Applied Economics
First Advisor
Jane Kolodinsky
Abstract
Hemp’s legalization in the United States presents a unique case of a novel crop and product input. One of the many challenges associated with this nascent industry is limited research on consumer behavior and demand. Understanding choice motives behind hemp product adoption can inform production, pricing, marketing, and policy decisions. Knowledge on this topic is necessary amid an evolving regulatory environment and uncertain production landscape. To address this gap in knowledge, this dissertation examines choice motives for hemp products among national samples of U.S. consumers.
Recognizing that hemp can be produced into a wide variety of end uses, the first article models five types of hemp-based products using the theory of planned behavior. Specifically, I examine hemp-based cannabidiol (CBD), clothing, food, personal care products, and pet products. Using a national sample of U.S. consumers from an online survey (n=1,948), I apply a two-step structural equation model to examine how perceptions influence intent to adopt. Findings suggest that positive attitudes increase the probability of adoption across all product categories. Though demographic characteristics suggest that motives towards different hemp products vary, older consumers are consistently less likely to adopt all types of hemp goods. Hemp foods are an emerging option for consumers and serve as nutritious, plant-based, and sustainable alternatives in the marketplace. For my second and third articles, I use 2022 household scanner data to examine hemp food purchase motives. Article two examines the influence of food preferences and health conditions using a double hurdle model to assess how factors influence purchase participation and expenditure (n=29,970). I find that hemp foods appeal to organic and natural food consumers, as well as those concerned about genetically modified ingredients. Hemp also serves as an allergen-friendly and plant-based product alternative.
Building off salient attributes identified in article two, article three examines how food values relate to preference heterogeneity among hemp food consumers. Here, I apply latent class analysis to identify homogenous groups of raw hemp seed (n=436) and multi-ingredient hemp food consumers (n=252). Results highlight heterogenous preferences that are differentiated within and across models. Membership is distinguished by organic, omega-3, and antioxidant consumers, as well as those concerned with GMO ingredients. As interest in hemp foods grow, this research offers a foundational understanding of market segments based on food values.
Language
en
Number of Pages
121 p.
Recommended Citation
Lacasse, Hannah Katharine, "Examining Consumer Preference For Hemp-Based Products In The United States" (2024). Graduate College Dissertations and Theses. 1929.
https://scholarworks.uvm.edu/graddis/1929