Consumers and hemp: demand, trust and sustainability

This chapter focuses on an aspect previously ignored in the limited consumer- related hemp literature, trust in sources of information. Information is a precursor to understanding the market for hemp-based products. How and to whom to communicate messages about hemp can effectively drive the hemp product market to meet consumer needs. Using a nationally representative sample in the United States, we analyzed trust in eight different sources of information and identified three classes of consumers: untrusting, neither trusting nor untrusting, and trusting. A multivariate model identified that positive perceptions about the sustainability of hemp are associated with trust. Given the current unsettled provision of information landscape in terms of THC levels in hemp foods, our findings reinforce the necessity of transparent and accurate information if consumers are to make informed decisions about the hemp-based food and CBD products they consume.