Background: The reintroduction of Cannabis sativa L. in the form of hemp (< 0.3% THC by dry weight) into the US agricultural sector has been complex and remains confounded by its association with cannabis (> 0.3% THC by dry weight). This has been further exacerbated by inconsistent hemp regulations in the US since the 2014 Farm Bill’s reintroduction. Methods: A content analysis was performed to analyze the terms and definitions presented by state and tribal hemp production plans, the USDA Hemp producer license, and the 2014 state pilot plans. A total of 69 hemp production plans were analyzed. Results: Results suggest significant discrepancies between hemp production plans, which have been exacerbated by extending the 2014 Farm Bill language into the 2018 Farm Bill timeframe. Conclusions: Findings from this study point to areas in need of uniformity and consistency as the regulatory framework is modified and provides a starting point for change for federal policymakers. The results may also be useful to companies attempting to market products across state boundaries. Suggestions for how to mitigate these inconsistencies are provided based on the content analysis findings.

Purpose: This paper examines how U.S. consumer intentions to adopt hemp vary across product types using the theory of planned behavior (TPB).Design/methodology/approach: Data were collected via an online survey of U.S. residents in 2022 (n = 1,948). Two-step structural equation modeling is used to examine how TPB constructs and background factors influence intent to use five different hemp-based products: cannabidiol (CBD), clothing, food, personal care products, and pet products. Data are analyzed using R.Findings: Positive attitudes towards all categories of hemp-based products increase the probability of adoption, while subjective norm and perceived behavioral control have limited and varied significant influence across product models. Age has a consistent significant and negative influence on adoption.Research limitations/implications: Findings highlight consumer segmentation and marketing opportunities, inform hemp stakeholder decision-making, and provide directions for future research. Given the absence of explanatory power of SN and PBC on most product models and the diversity of products and nuanced U.S. hemp policy, future research could investigate expanded iterations of TPB. Using revealed behavior could also highlight potential intention-behavior gaps and offer more robust insights for hemp stakeholders.Originality/value: Findings contribute to a limited body of information on markets and consumer demand for hemp in the U.S.

We assess emerging relationships between production decisions and market channel selection among a small sample of hemp growers (22) in Colorado and Kentucky using qualitative interviews. We found producers differences by market channel, product and state. For instance, producers who relied on intermediated marketing strategies cultivated more acres on average and used fewer distinct market channels and strategies than those relying on direct markets. Product differences were found regarding processing, storage and perishability. Respondents identified four factors critical to their choice of market channels for their hemp products: research, profitability, trust and knowledge. The findings can help inform public and private decision-making regarding best hemp marketing practices and future needs of the hemp industry.

This study uses an input–output model to assess the economic impact of the 2018 Mile High 420 Festival on the Colorado economy. A comprehensive assessment was conducted to determine the economic impact of the Mile High 420 Festival, which included analyzing the direct, indirect, and induced effects of festival spending. The study involved 233 respondents whose primary motive was to attend the 420 Festival. Using IMPLAN, the study’s data were analyzed to determine the economic activity generated by visitor activity. On average, each respondent spent USD 2013 during their trip to Colorado. The largest expense per person was on cannabis-related activities and shopping, followed by lodging and food and drink. When these expenses were multiplied by the number of visitors (25,650), the total spending amounted to USD 51.7 million. When indirect and induced spending was included, the 2018 Mile High 420 Festival generated a total economic impact of over USD 95 million for Colorado. It contributed to the creation of 787 jobs in the region. No study has been conducted on the economic impact of a cannabis-themed festival in the current tourism literature. Therefore, this study contributes to filling this gap by developing literature on the impact of cannabis tourism and its implications for host communities or states, especially for state policymakers and business professionals. The results of this study are expected to serve as a reliable benchmark for subsequent economic impact analyses and comparisons with other industries.