Study Examines Names of CBD Oil Products And Consumer Preferences

A study published in the Journal of Consumer Affairs shed light on how product names used to describe cannabidiol (CBD) oil potentially contribute to consumer confusion about a product’s content. CBD oils have increasingly become popular to manage a range of symptoms including insomnia, anxiety, and pain. Names of CBD oils reflect the variety of ingredients in products. The most common names include “CBD isolate” (products that only contain CBD), “broad spectrum” CBD (contains no tetrahydrocannabinol known as THC), and “full-spectrum CBD” (which includes other cannabinoid compounds such as trace amounts of up to 0.3% THC as well as terpenes and flavonoids that determine aroma, flavor and overall therapeutic effects).

The research team conducted an online survey with two product selection tasks to analyze consumer confusion associated with CBD oil product names. Respondents included individuals who had previously purchased CBD products and those who had not. In both selection tasks, consumers chose between CBD isolate, hemp oil, full-spectrum CBD, and broad-spectrum CBD. Products in one selection task highlighted names used to describe products, while the second selection task indicated the attributes associated with the products, such as pain reduction, sleep inducement, and other outcomes.  

In one task, the researchers shared the product names of three CBD oil products, as well as hemp oil, with survey respondents and asked them to imagine they were buying 1000 mg CBD oil for themselves or a loved one. In the other task, respondents made the same choice but with more information about the product contents, such as CBD and THC concentration levels and the presence of additional compounds. 

One finding indicated significant interest in CBD isolates among respondents lacking previous experience using CBD products. The analysis also suggested that consumers with a strong product preference did not find it easy to identify their preferred product based on product name alone. Consumers with previous CBD experience found it challenging to distinguish between CBD oil types.

The researchers recommended more detailed product attribute information to lessen consumer confusion. “Smart labeling” or including QR codes on product labels can facilitate consumer awareness about each product’s ingredients and effects. 

Source: Eureka News Alert, Journal of Consumer Affairs, University of Arkansas System Division of Agriculture