Making Hemp Choices: Evidence from Vermont

Hemp’s reemergence in the United States’ economy presents an opportunity for a new category of sustainable product choice for consumers. This study fills a gap in knowledge about which consumers are currently aware of or choosing hemp products using the theory of choice alternatives and a statistically representative survey from a top ten hemp producing US state. Findings reveal high levels of consumer awareness and consideration of hemp products in general and a smaller evoked/choice set. Cannabidiol products appear most often in our sample’s choice set; we examined these specifically. Other hemp products also appear, including clothing and textile, personal care, building material, and food products. Bivariate logistic regression results show that older respondents are more likely to be in the unaware set for hemp products in general and for cannabidiol products. Politically liberal respondents are more likely to be in the evoked/choice set for hemp products in general and for cannabidiol products. No demographic variables are significantly associated with being in the consideration set for hemp products in general. Younger and more educated respondents are more likely to consider cannabidiol products. As hemp represents a nascent but growing market, this study provides a baseline from which to build understanding of consumer choice alternatives.