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.

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.

After decades of absence, the federal legalization of hemp in the U.S. positions the crop as an innovative, plant-based input for conventional products. Through an application of the diffusion of innovations theory, this study responds to identified research needs made by hemp stakeholders and the existing literature by modeling the influence of innovation characteristics on propensity to use hemp products among Vermont consumers. Findings reveal that attributes associated with relative advantage and trialability significantly influence propensity to use at least one type of hemp product, as well as use multiple types of hemp products. This highlights particularly salient points for hemp stakeholders engaged in the marketing and communication of hemp products. Findings contribute to informed strategy creation for producers, institutions, and other stakeholders operating in this nascent industry, where data and research continue to be limited.