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

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

doi:10.1111/joca.70004

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

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

Agricultural Economics

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Article number	e70004
Journal	Journal of Consumer Affairs
Volume	59
Issue number	1
DOIs	https://doi.org/10.1111/joca.70004
State	Published - Mar 1 2025

Bibliographical note

Publisher Copyright:
© 2025 The Author(s). Journal of Consumer Affairs published by Wiley Periodicals LLC on behalf of American Council on Consumer Interests.

Funding

Funding: This work was supported by Agricultural Marketing Service (USDA-AMS-TM-FSMIP-G-20-0004). This research was funded by the Agricultural Marketing Service of the United States Department of Agriculture, project USDA-AMS-TM-FSMIP-G-20-0004. This work was supported by Agricultural Marketing Service (USDA‐AMS‐TM‐FSMIP‐G‐20‐0004). Funding: This research was funded by the Agricultural Marketing Service of the United States Department of Agriculture, project USDA‐AMS‐TM‐FSMIP‐G‐20‐0004.

Funders	Funder number
U.S. Department of Agriculture
Agricultural Marketing Service	USDA‐AMS‐TM‐FSMIP‐G‐20‐0004
Agricultural Marketing Service

Keywords

CBD oil
cannabis
hemp

ASJC Scopus subject areas

Sociology and Political Science
General Economics, Econometrics and Finance

Access to Document

10.1111/joca.70004

Cite this

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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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AU - Mark, Tyler

AU - Popp, Michael

PY - 2025/3/1

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

Abstract

Bibliographical note

Funding

Keywords

ASJC Scopus subject areas

Access to Document

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