Consumer preferences for Cannabis products with THC content in Germany—The case of flowers

Abstract

Understanding consumer preferences for cannabis products with THC content in Germany is essential as the country approaches cannabis legalization. This study aims to explore the preferences of German consumers for THC-containing cannabis products, specifically dried flowers, and the safety measures they consider important. Despite increasing cannabis use and evolving public opinion favoring legalization, there is limited research on recreational cannabis preferences in Germany.To address this gap, a discrete choice experiment was conducted with a sample of 193 German consumers. Participants evaluated cannabis flower products with varying attributes, including THC intensity, price, labeling, and packaging materials. The study also investigated consumer perspectives on safety measures, such as age restrictions, product origin information, and ingredient transparency.Results revealed three distinct consumer segments: (1) Otto Normal Consumers (63.7 %), representing the average buyer with moderate preferences for calming and stimulating products; (2) Light and Soothing (21.9 %), favoring low-THC, calming products; and (3) Cheap and Hard (14.4 %), characterized by a preference for high-THC, stimulating products at lower prices. The most valued product attributes were the type and strength of effect, followed by packaging and labeling. Consumers emphasized the need for clear product information and safety warnings.This study provides valuable insights into the German recreational cannabis market, highlighting key attributes that influence purchasing decisions. These findings can support businesses and policymakers in developing targeted marketing strategies and regulatory frameworks to ensure safe and consumer-oriented cannabis products.

Keywords

• Q1 agriculture
• D40 general
• M3 Marketing and advertising