Investigating purchasing preferences of cannabis products on social media: conjoint analysis and online survey.

Haupt M.; Yang J.; Nali M.; Mackey T. · Journal of cannabis research · 2026

**Background & Methods** This cross-sectional online survey study examined how social media advertising features influence cannabis purchasing intentions using choice-based conjoint (CBC) analysis and hierarchical regression modeling. Two hundred fifty-three cannabis users (with prior online shopping experience) recruited from the Prolific panel in December 2024 evaluated mock social media advertisements featuring varying product attributes (brand display, platform type, author source, product effects, and engagement metrics), followed by survey questions assessing purchasing habits and branding preferences. **Key Findings** - Brand Display was the strongest predictor of purchase intention (importance score: 56.73), with non-celebrity branded products (91.24) and unbranded products displayed on tables (51.55) ranking highest; celebrity endorsements were notably unattractive to consumers. - Posts authored by stores (vs. individuals) and featuring Indica effects showed significant positive associations with purchase intent, while platform choice (X vs. Instagram) had minimal influence (importance score: 6.91). - Demographic factors significantly predicted cannabis sourcing behavior: higher education was negatively associated with high-risk purchases (p<.001), while older age was positively associated (p<.05); education, age, and race all predicted branding preferences (p<.05 to p<.001). **Dosage & Administration** Not reported. **Safety & Adverse Effects** Not reported. **Evidence Quality** This study has moderate limitations affecting evidence quality. The cross-sectional design using a hypothetical conjoint exercise cannot establish causal relationships between ad features and actual purchasing behavior. Recruitment from Prolific panel may introduce selection bias, and the convenience sample of 253 participants limits generalizability. The study relies on self-reported cannabis use and purchasing history, susceptible to recall and social desirability bias. High standard deviations in conjoint importance scores suggest considerable heterogeneity in consumer preferences. Strengths include use of validated conjoint methodology and exploratory demographic analysis; however, this remains a descriptive observational study providing preliminary evidence rather than definitive causal conclusions about online marketing influence on cannabis purchasing.

More recent cannabis research