The second interpretation is that a perception of anxiolytic and relaxation benefits in hemp food is attributed to a direct association with THC and purported side effects of illicit and “medicinal” use of marijuana. However, while this would explain the relationship between each of the negative attitudes and the CBD construct, it would only account for the increase in intention to consume hemp food if consumers were hopeful of and actively seeking THC in hemp food. While this may potentially apply to a particular subset of the population it is less likely to be discerned in a sample that has been deemed representative of the Australian population. The third interpretation may simply be that for at least some consumers, there is confusion surrounding the differences between CBD oil, THC, and hemp oil and food which results in the anomalies in the way that the CBD related survey items were interpreted by the consumer, the perception of it as a positive or negative aspect dependent upon whether the two entities are viewed as having different or similar properties.

The more likely explanation might be somewhat a combination of the first and third scenarios and suggests the challenge for the hemp food industry to separate hemp food from any association with either CBD oil or THC, whether this is through increased consumer education or the development of strains of Cannabis sativa which are guaranteed completely void of THC. Knowledge of the processes of varietal development is beyond the scope of this research and the authors acknowledge that the latter may not even be possible.That is, despite a belief in the physical and psychological benefits of hemp food, a positive attitude toward hemp food did not play a significant role in intention to consume it. The factor which provided the greatest contribution to intention to consume hemp food was consumers’ normative beliefs. Subjective norms focused on consumers’ perceptions of what family, friends, peers and doctors would think of them consuming hemp food and whether they felt others like them would consume it as well.

A high level of concern for the opinion of others and the mediating effect of the CBD construct on negative attitudes suggests that for this sample of the Australian population there remains a widespread stigma associated with hemp consumption. This stigma may be difficult to eradicate as it is the artifact of the previous illegal status of hemp food combined with decades of propaganda against cannabis use in any form . Consumers may find it difficult to disassociate hemp food from the more illicit uses of cannabis and seek the approval of others for confirmation of the acceptability of consuming hemp products. The normative beliefs and the mediated influence of negative beliefs through association with CBD oil are the only contributing factors to intention to consume hemp food in this study. A fifinal analysis of the findings from across the two phases of this research consisted of a meta-inference of qualitative with the quantitative findings under a pragmatic framework. Here it was revealed that the application of the theory of planned behavior and SEM in the quantitative phase two of this study was consistent with the outcomes of the initial interviews.

Survey participants in the qualitative phase of the current study generally held positive attitudes toward hemp food and indicated they were likely to consume them at some time in the future, however, they also made contradictory statements indicating their reluctance to consume them at a time when they had to drive a car or attend their workplace, for example, yet denied they believed they would test positive. The issue of an association of hemp food with CBD oil and THC is complex and may not be easily resolved. This research evaluates the acceptance of hemp food in the Australian population and evaluates behavioral and normative beliefs within a population where consumption of cannabis products has been illegal until recent times. The attitudes and beliefs surroundingcannabis may not extrapolate to a population where cannabis is a legal entity, or where hemp foods have been available for longer periods of time.

However, the protocol of assessing negative attitudes as a separate construct under TPB may have utility for future research of alternate novel foods where highly salient negative associations are made to the food from external sources. The findings from the current study suggest some ambiguity may exist within the population between CBD oil and THC, the two more widely known properties of cannabis, and its association with hemp food, specifically hemp seed oil. Despite being highly conspicuous of hemp food, consumers may not be fully versed in their properties, effects, health benefits, etc., or aware of the differences between Cannabis sativa used in hemp food production, and Cannabis indica which is better known as marijuana. This may have contributed to the responses regarding the anxiolytic and relaxation effects of hemp food.