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Exploring college students' interpretations and implications of the use of cannabis leaves on packaging of foods with hemp-derived ingredients

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dc.contributor.authorDel Pozo, Carolina, author
dc.contributor.authorAbrams, Katie, advisor
dc.contributor.authorSivakumar, Gaya, committee member
dc.contributor.authorThilmany, Dawn, committee member
dc.date.accessioned2020-06-22T11:52:39Z
dc.date.available2020-06-22T11:52:39Z
dc.date.issued2020
dc.description.abstractOne of the main communication channels used to acquire consumers' attention through emotional appeal is packaging, and after more than 80 years of stigma, the hemp industry is quickly developing in terms of the design and establishment of their products. In 2017 this industry reported $820 million in retail sales, 17% coming from food products. Designers have adopted different packaging approaches hoping to communicate efficiently with their customers. Some of them use green cannabis leaves on the package design of hemp-derived products, possibly driving the audience to different conclusions around the product. There is limited research done around hemp food advertising and the reframing of people's mentality around hemp and cannabis. There is a lack of academic research around the meaning of this symbol in general or in combination with marijuana products. For this reason, the purpose of this research is to; 1) explore people's beliefs around cannabis leaves and their symbolism in consumable hemp products, and 2) understand the attitudes, social norms, perceptions about product availability, and intent to purchase these products using the focus groups method. Two approaches were considered. Semiotics studies (i.e., the study of signs and symbolism), which offer lenses through which to further examine the consumer's perspective and beliefs on hemp food product consumption to navigate schemas around cannabis that could negatively impact the marketability of these products. Theory of Planned Behavior, which provide guidelines to understand the decision-making process around the purchase said products. It was found that late Z generation beliefs around the signs and symbols presented in the packages had an impact in their attitudes towards the product. Low behavioral control was one of the main limitations they considered when deciding whether to purchase hemp food products. Consumers self-described habits and past behavior were more strongly connected to their behavioral intention compared to attitudes.
dc.format.mediumborn digital
dc.format.mediummasters theses
dc.identifierDelPozo_colostate_0053N_15939.pdf
dc.identifier.urihttps://hdl.handle.net/10217/208445
dc.languageEnglish
dc.language.isoeng
dc.publisherColorado State University. Libraries
dc.relation.ispartof2020-
dc.rightsCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see https://libguides.colostate.edu/copyright.
dc.subjectconsumer behavior
dc.subjecthemp
dc.subjectsymbol
dc.subjectfood products
dc.subjectcannabis
dc.subjectmarijuana
dc.titleExploring college students' interpretations and implications of the use of cannabis leaves on packaging of foods with hemp-derived ingredients
dc.typeText
dcterms.rights.dplaThis Item is protected by copyright and/or related rights (https://rightsstatements.org/vocab/InC/1.0/). You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
thesis.degree.disciplineJournalism and Media Communication
thesis.degree.grantorColorado State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Science (M.S.)

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