The Impact of Product Packaging on Perceptions of Cannabis Edibles: Results from Two Randomized Experiments

As cannabis legalization expands in the United States, edibles have grown in popularity. Often perceived as less harmful than smoked cannabis, edibles are packaged like food products with imagery and product descriptors that may impact consumer perceptions, potentially increasing risks of overconsumption.

We conducted two randomized online experiments among adults aged 18-65 between March and June 2024. In one experiment (N = 1260), participants were randomized to view packages with flavor, outdoor nature, medical, animal, or no-imagery. In a second experiment (N = 2521), participants viewed packages with one of nine product descriptors or no-product descriptors. Outcomes included measures of appeal, safety, and behavioral intent and were preregistered on ClinicalTrials.gov (NCT06358144, NCT06171399).

Compared to no-imagery, flavor imagery was associated with greater appeal, safety, and healthiness, while outdoor nature and medical imagery conveyed healthiness. Animal imagery was associated with perceptions of greater appeal to children. In contrast, product descriptors (e.g. "all natural," "organic," "handcrafted," and "energy boost") were associated with less appeal and interest in trying relative to control packages and did not enhance perceived safety.

Package imagery, particularly flavor imagery, may mislead consumers by increasing the appeal and perceived safety of edibles, while product descriptors may have the opposite effect. These findings highlight the need for more comprehensive packaging regulations and further research on real-world purchasing behavior.