Consumer response to hemp: A case study of Vermont residents from 2019 to 2020

• Main Authors: Kolodinsky, J. (Author), Lacasse, H. (Author)
• Format: Article
• Language: English
• Published: Blackwell Publishing Ltd 2021
• Subjects: bioeconomy; Cannabis sativa; CBD; Commerce; consumer behavior; Consumer behavior; consumer demand; Consumer Response; consumption behavior; crop plant; crop production; demand analysis; Demographic variables; econometrics; economics; Garment industry; hemp; Hemp; hemp adoption; industrial hemp; Information generation; structural change; student; Supply chains; Survey data; Sustainable products; United States; Vermont
• Online Access: View Fulltext in Publisher

 Hemp has emerged as a novel crop and ingredient for sustainable products. If innovative hemp-based products are to succeed in the market, the surge of interest in production must be accompanied by information generation across the supply chain. At present, there is little knowledge on consumer behavior toward hemp and hemp-based products, and even less on how this behavior has changed since hemp's reintroduction to the production landscape of the United States in 2014. This study compares representative survey data of Vermont residents in 2019 and 2020 on their support for hemp production, and awareness and use of hemp-based products. Although the influence of demographic variables did not significantly change over time, our findings reveal structural change, with more respondents aware of and using hemp-based products in 2020 compared to 2019. These findings point to hemp's growing presence and acceptance in the marketplace, where consumers are more informed about or have greater access to hemp products. Despite the state's focus on cannabidiol production, Vermonters appear to be aware of and are purchasing a variety of hemp goods, such as clothing and paper. © 2020 The Authors. GCB Bioenergy Published by John Wiley & Sons Ltd