The impact of plain packaging and health warnings on consumer appeal of cannabis products
The impact of plain packaging and health warnings on consumer appeal of cannabis products
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DOI：
10.1016/j.drugalcdep.2019.107633
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发表时间：
2019-12-01
影响因子：
4.2
通讯作者：
Hammond, David
中科院分区：
文献类型：
--
作者：
Goodman, Samantha;Leos-Toro, Cesar;Hammond, David
背景资料：加拿大在2018年10月将非医用大麻合法化后，实施了“普通包装”法规和大麻产品的旋转健康警告。普通包装和健康警告是有效的政策措施，减少烟草产品的吸引力，但是，很少有证据表明，在cannabisdomain.Methods：一个实验任务进行了在线国际大麻政策研究的一部分。来自加拿大（n = 9987）和美国“法律的”（n = 7376）和“非法”（n = 9682）娱乐大麻的16-65岁参与者被随机分配到18个大麻产品图像中的一个。结果是产品吸引力（0 =完全没有吸引力，10 =非常有吸引力）和感知的青年取向（4个年龄组）。A3（品牌：完整品牌，品牌标志，或纯黑色包装）× 2（健康警告标签：存在或不存在）× 3（产品类型：可食用软糖，大麻油，或预卷关节）析因设计used.Results：与普通包装或品牌标志相比，完整品牌的包装被认为更有吸引力，更可能是面向年轻人的（p < 0.001）。有健康警告的产品被认为比没有警告的包装更不吸引人（p < 0.001）。可食用软糖被认为比预卷关节和大麻油更有吸引力，更可能以年轻人为导向（p < 0.001）。此外，16-18岁和19-35岁的年轻人比老年人更有吸引力（p < 0.02）。结论：全面的健康警告和“普通包装”法规可能会降低大麻产品在法律的市场上的吸引力。研究结果还提供了经验证据，表明可食用的橡皮糖被认为对年轻人有吸引力。
Background: Canada implemented 'plain packaging' regulations and rotating health warnings for cannabis products upon legalizing non-medical cannabis in October 2018. Plain packaging and health warnings are effective policy measures for reducing appeal of tobacco products; however, there is little evidence in the cannabis domain.Methods: An experimental task was conducted as part of the online International Cannabis Policy Study. Participants aged 16-65 from Canada (n = 9987) and US states with 'legal' (n = 7376) and 'illegal' (n = 9682) recreational cannabis were randomly assigned to see one of 18 cannabis product images. Outcomes were product appeal (0 = Not at all appealing, 10 = Very appealing) and perceived youth orientation (4 age groups). A 3 (branding: full branding, brand logo only, or plain black packaging) x 2 (health warning labels: present or absent) x 3 (product type: edible gummies, cannabis oil, or pre-rolled joints) factorial design was used.Results: Compared to plain packaging or a brand logo, packages with full branding were considered more appealing and more likely to be youth-oriented (p < 0.001). Products with health warnings were considered less appealing than packages without warnings (p < 0.001). Edible gummies were perceived as more appealing and more likely to be youth-oriented than pre-rolled joints and cannabis oil (p < 0.001). Additionally, edible gummies were rated as significantly more appealing by 16-18 and 19-35-year-olds than by older adults (p < 0.02 for all).Conclusions: Comprehensive health warnings and 'plain packaging' regulations may reduce the appeal of cannabis products in a legal market. The results also provide empirical evidence that edible gummies are perceived to appeal to youth.