This research presents a mixed methods (qual-QUANT) approach to the evaluation of the intention to consume hemp foods in an Australian sample soon after its legalization, using the Theory of Planned Behavior (TPB). Structural equation modeling was used to evaluate items developed from semi-structured interviews, with a focus on the TPB factors; attitudes toward hemp food consumption, subjective beliefs, and perceptions of control. Findings support the notion that consumers may be confused about associations between Cannabidiol (CBD) oil, tetrahydrocannabinol (THC), and hemp food produced from Cannabis sativa. Highly salient negative associations are mediated by the perception of positive aspects of CBD for some consumers, but the value placed on others' acceptance of hemp food is the greatest indicator of intention to consume hemp food products. It is suggested that greater education of consumers might allay fears borne of association of hemp food to either CBD or THC, and any move toward disassociation of hemp food to either entity would have positive repercussions for the hemp food industry. Findings have implications for other novel foods that carry highly salient negative associations for consumers.
Keywords: barriers and drivers to novel food acceptance; food choice; food choice behavior; food choice intentions; hemp food; novel food acceptance; structural equation modeling; theory of planned behavior.