Introduction
As cannabis increasingly becomes a consumer product in the U.S., its product packaging
has become critically important to regulators. This study examined the influence of
recreational cannabis packaging characteristics.
Methods
Five online between-subjects experiments were conducted in April 2021, and data were
analyzed in May 2021–July 2021. Experiments randomized participants to view different
(1) types of cannabis, (2) visual displays of tetrahydrocannabinol content, (3) cannabis
packages designed around brand personality research, (4) health warnings, and (5)
health claims. Outcomes included cognitive, affective, and behavioral responses.
Results
A total of 841 adults from the U.S. (49% male, 50% young adults, 44% White, 17% Hispanic)
were included in the study. Edible gummies were perceived as healthier (β=0.32, 95%
CI=0.03, 0.62), less grown up (β= −0.58, 95% CI= −0.86, −0.28), and more socially
acceptable to consume (β=0.30, 95% CI=0.01, 0.59) than cannabis concentrate in a medical
dropper. Participants also had more interest in trying edible gummies (β=1.33, 95%
CI=1.04, 1.62) and trying a free sample (β=1.30, 95% CI=1.01, 1.60) than trying cannabis
concentrate. Cannabis packages with a helps-you-relax health claim elicited more happy
(β=0.34, 95% CI=0.04, 0.64) and good (β=0.37, 95% CI=0.07, 0.67) feelings than cannabis
packages without this claim. Minimal effects were found for visual displays of tetrahydrocannabinol
content and health warnings.
Conclusions
Edibles are a unique type of cannabis that should be given special consideration under
state laws, and lawmakers should consider limiting and governing the use of both implicit
and explicit health claims on recreational cannabis packages when implementing laws.
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Article Info
Publication History
Published online: July 12, 2022
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In Press Journal Pre-ProofIdentification
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© 2022 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
