Cannabis Edibles: Using a Discrete Choice Experiment to Explore Patterns of Purchase Preferences Among Canadians
Author(s)
Donnan J, Johnston K, Coombs M, Najafizada M, Bishop L
Memorial University, St. John's, NF, Canada
Presentation Documents
OBJECTIVES: In October 2019 cannabis edibles were legalized for sale in Canada. This move was intended to improve public safety by regulating contents (including a maximum 10 mg tetrahydrocannabinol
(THC) per package) and packaging to prevent accidental ingestion or over consumption. This study seeks to explore consumer preferences for cannabis edibles to inform cannabis policy.METHODS: We explored relative importance and trade offs consumers make for attributes of cannabis edibles using a discrete choice experiment. Attributes included type of edible, price, THC content, cannabis taste, package information, product consistency, product recommendations and Health Canada regulation. Participants lived in Canada, were 19 years of age or older, and purchased a cannabis edible in the last 12 months. A multinomial logit (MNL) model was used for the base model, and latent class analysis to assess preference sub-groups.
RESULTS: Among the 684 participants, the MNL model showed that potency carried the most relevance followed by edible type. A two-group latent class model revealed two very distinct preference patterns. Preferences for group 1 (~65% of sample) were driven primarily by edible type, followed by taste and package information, while price had little relevance. For group 2 (~35% of sample), choices were driven almost entirely by the THC potency, followed by price. This group was willing to pay $42 more for a
package with 10 mg THC compared to 5 mg.CONCLUSIONS: This study found that consumer preferences for ~65% of consumers of cannabis edibles are being met through regulated channels. The remaining ~35% are driven by THC potency at levels that are not currently available on the licensed market. Attracting this market segment will require reviewing the risks and benefits of restricting THC content to 10mg per package.
Conference/Value in Health Info
Value in Health, Volume 25, Issue 12S (December 2022)
Code
HPR61
Topic
Epidemiology & Public Health, Study Approaches
Topic Subcategory
Decision Modeling & Simulation, Public Health
Disease
No Additional Disease & Conditions/Specialized Treatment Areas