TY - JOUR
T1 - Evaluating the acceptance of hemp food in Australian adults using the theory of planned behavior and structural equation modelling
AU - Metcalf, Debra Ann
AU - Wiener, Karl K.K.
AU - Saliba, Anthony
AU - Sugden, Nicole
N1 - Funding Information:
Fourteen participants responded to a snowball request on social media and consisted of adults from across the greater Melbourne area who were willing to travel to the desig‐ nated interview address. Selection criteria included being over 18 years of age and having some degree of responsibility for the food preparation and purchasing decisions in their household. Each person received a $50 Coles‐Myer gift voucher for their participation, to ensure that travel costs did not discourage participation. Participant payments and hire of the interview venue were funded via a member grant awarded by the Charles Sturt University Graham Centre for Agricultural Innovation.
Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/9
Y1 - 2021/9
N2 - This research presents a mixed methods (qual‐QUANT) approach to the evaluation of the intention to consume hemp foods in an Australian sample soon after its legalization, using the Theory of Planned Behavior (TPB). Structural equation modeling was used to evaluate items developed from semi‐structured interviews, with a focus on the TPB factors; attitudes toward hemp food con-sumption, subjective beliefs, and perceptions of control. Findings support the notion that consumers may be confused about associations between Cannabidiol (CBD) oil, tetrahydrocannabinol (THC), and hemp food produced from Cannabis sativa. Highly salient negative associations are mediated by the perception of positive aspects of CBD for some consumers, but the value placed on others’ acceptance of hemp food is the greatest indicator of intention to consume hemp food products. It is suggested that greater education of consumers might allay fears borne of association of hemp food to either CBD or THC, and any move toward disassociation of hemp food to either entity would have positive repercussions for the hemp food industry. Findings have implications for other novel foods that carry highly salient negative associations for consumers.
AB - This research presents a mixed methods (qual‐QUANT) approach to the evaluation of the intention to consume hemp foods in an Australian sample soon after its legalization, using the Theory of Planned Behavior (TPB). Structural equation modeling was used to evaluate items developed from semi‐structured interviews, with a focus on the TPB factors; attitudes toward hemp food con-sumption, subjective beliefs, and perceptions of control. Findings support the notion that consumers may be confused about associations between Cannabidiol (CBD) oil, tetrahydrocannabinol (THC), and hemp food produced from Cannabis sativa. Highly salient negative associations are mediated by the perception of positive aspects of CBD for some consumers, but the value placed on others’ acceptance of hemp food is the greatest indicator of intention to consume hemp food products. It is suggested that greater education of consumers might allay fears borne of association of hemp food to either CBD or THC, and any move toward disassociation of hemp food to either entity would have positive repercussions for the hemp food industry. Findings have implications for other novel foods that carry highly salient negative associations for consumers.
KW - Barriers and drivers to novel food acceptance
KW - Food choice
KW - Food choice behavior
KW - Food choice intentions
KW - Hemp food
KW - Novel food acceptance
KW - Structural equation modeling
KW - Theory of planned behavior
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U2 - 10.3390/foods10092071
DO - 10.3390/foods10092071
M3 - Article
C2 - 34574182
AN - SCOPUS:85114214752
SN - 2304-8158
VL - 10
SP - 1
EP - 14
JO - Foods
JF - Foods
IS - 9
M1 - 2071
ER -