Consumer Confusion About Product Names Commonly Used to Describe Hemp-Based Oils

IF 2.5 3区经济学 Q3 BUSINESS

Journal of Consumer Affairs Pub Date : 2025-02-22 DOI:10.1111/joca.70004

Brandon R. McFadden, Kawsheha Muraleetharan, Benjamin Campbell, Adam Rabinowitz, Tyler Mark, Michael Popp

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引用次数: 0

Abstract

Consumers can now purchase cannabinoid Cannabidiol (CBD) oil from retailers. Product names are often used to communicate the differences in the contents of CBD oils; for example, “CBD isolate” only contains CBD, whereas “full spectrum CBD” contains terpenes, flavonoids, and some delta-9 tetrahydrocannabinol (THC). The names used to describe CBD oil could cause consumer confusion about actual product contents. We conducted an online survey with two product selection tasks to examine confusion associated with CBD oil names. Products in one selection task displayed names used to describe products, whereas the other selection task presented the attributes associated with the products. This design allowed us to conduct within-subject tests to determine consumer confusion associated with the product names commonly used to describe CBD oils. This study provides valuable insights into consumer confusion and preferences regarding CBD products, and findings suggest that more detailed product attribute information can help reduce consumer confusion.

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来源期刊

Journal of Consumer Affairs Multiple-

CiteScore

4.60

自引率

17.90%

发文量

期刊介绍： The ISI impact score of Journal of Consumer Affairs now places it among the leading business journals and one of the top handful of marketing- related publications. The immediacy index score, showing how swiftly the published studies are cited or applied in other publications, places JCA seventh of those same 77 journals. More importantly, in these difficult economic times, JCA is the leading journal whose focus for over four decades has been on the interests of consumers in the marketplace. With the journal"s origins in the consumer movement and consumer protection concerns, the focus for papers in terms of both research questions and implications must involve the consumer"s interest and topics must be addressed from the consumers point of view.