Recreational Marijuana Marketing and Young Adult Consumer Behavior

休闲大麻营销和年轻成人消费者行为

• 批准号: 10597218
• 负责人: Carla J Berg
• 金额: $ 72.72万
• 依托单位: GEORGE WASHINGTON UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2022
• 资助国家: 美国
• 起止时间: 2022-04-01 至 2027-02-28
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10597218
• 关键词: Accounting; Address; Adult; Advertising; Age; Alcohols; Attitude; Cannabis; Cannabis policy; Cannabis retail; Cities; Complex; Consumption; Data Sources; Demography; Diffusion of Innovation; Disparity; Dose; Environment; Epidemiology; Ethnic Origin; Exposure to; Goals; Health; Health Campaign; Illicit Drugs; Industry; Interview; Label; Legal; Life Style; Literature; Location; Longitudinal Studies; Los Angeles; Marijuana; Marketing; Measures; Medical; Medical Marijuana; Medicine; Methods; Minority; Monitor; Neighborhoods; Outcome; Perception; Persons; Pharmaceutical Preparations; Policies; Policy Compliance; Population; Prevalence; Price; Public Health; Race; Recreation; Regulation; Research; Risk; Sales; Sexual and Gender Minorities; Source; Specific qualifier value; Speed; Standardization; Subgroup; Surveys; Target Populations; Time; Tobacco; Translating; Translational Research; Vulnerable Populations; Work; consumer behavior; density; ethnic minority; gender minority; gender minority group; health warning; high risk; high risk population; infancy; innovation; marijuana legalization; marijuana use; medical specialties; minority children; multidisciplinary; public health research; racial minority; recruit; social media; sociodemographics; standardize measure; substance use; tool; web site; young adult

SUMMARY/ABSTRACT The past decade in the US marked pivotal changes in the policy and retail environments regarding marijuana (MJ), the most commonly used federally illicit drug, particularly prevalent in young adults and racial and sexual/gender minorities (SGM). Despite controversy regarding recreational MJ, further legalization is likely, and states will continue to navigate its implementation. Thus, states with legalized recreational MJ provide an opportunity and a need to monitor recreational MJ retail and impact on various subgroups, as MJ regulatory frameworks are in their infancy and require advancements given the nuances of MJ retail (e.g., specialty stores, uniquely diverse products, progressive promotional strategies). The overall goal of this research is to inform regulatory efforts to minimize MJ use in vulnerable populations, in states with legalized recreational MJ and those that subsequently legalize it. The immediate objective of this proposal is to examine the recreational MJ market, MJ use, and related perceptions in consumer segments of disproportionately-impacted groups, particularly diverse young adults. Our scientific premise builds on literature indicating that licit drug retail marketing – both brick-and-mortar and online – target certain populations (e.g., racial/ethnic minorities, SGM, young adults) and the consequences of such marketing on substance use in these groups. The MJ retail has largely lacked standardized industry marketing surveillance tools, which have been critical in establishing the impact of tobacco and alcohol retail marketing and informing regulation. This proposal leverages our team’s prior work; we developed surveillance tools to characterize point-of-sale practices (e.g., age verification), product availability, promotional strategies, and product pricing at brick- and-mortar shops and online – now used broadly in research and practice. Findings indicated several issues with policy compliance (e.g., age verification), promotional strategies appealing to young people and minorities, various health claims, and minimal health warnings. Our team has also shown the utility of identifying young adults at high-risk for substance use and likely marketing exposure by using industry market segmentation based on psychographics (e.g., values, attitudes, lifestyle); the extent to which psychographics vs. sociodemographics inform industry marketing strategies, particularly among targeted populations, is not well known. Using a Socioecologic Framework and Diffusion of Innovations, we aim to: 1) determine whether neighborhood demography is associated with marketing and POS practices among recreational MJ retailers over time, accounting for policy context; and 2) compare young adult market segments defined by age and minority status vs. psychographics in relation to MJ use, perceptions, access, and advertising exposure in states with differing MJ policy contexts (recreational, medicinal, no legalized MJ policy) over time. Led by a by uniquely-poised research team, this proposal is: a) responsive to NOT-DA-19-065 (public health research on cannabis); b) based on a strong scientific premise and rationale; c) highly integrative across aims/data sources; and d) based on rigorous methods integrating innovative applications. We include a robust dissemination plan involving representatives from state/local agencies overseeing MJ retail implementation to speed research translation to practice.

摘要/摘要 过去十年在美国标志着有关大麻（MJ）的政策和零售环境的关键变化， 最常用的联邦非法药物，尤其是在年轻人以及种族和性别少数群体中普遍存在 （SGM）。尽管关于娱乐性MJ的争议，但可能会进一步合法化，各州将继续导航 它的实施。这是合法娱乐MJ的各州提供了机会，需要监视娱乐活动 MJ零售和对各种子组的影响，因为MJ监管框架处于起步阶段，需要进步 考虑到MJ零售的细微差别（例如，专业商店，独特的产品，进行性促销策略）。 这项研究的总体目标是告知监管工作，以最大程度地减少MJ在弱势群体中的使用， 合法化的娱乐性MJ和随后使其合法化的人合法化。该提议的直接目的是检查 娱乐性MJ市场，MJ使用以及相关的看法不成比例的群体， 特别是潜水员的年轻人。我们的科学前提是基于文献，表明Licit Drug零售营销 - 实体和在线 - 针对某些人口（例如种族/族裔少数民族，SGM，年轻人）和 这种营销对这些群体中物质使用的后果。 MJ零售业在很大程度上缺少标准化行业 营销监视工具，这对于确定烟草和酒精零售营销的影响至关重要 并告知法规。该建议利用我们团队的先前工作；我们开发了监视工具来表征 销售点实践（例如，年龄验证），砖块的产品可用性，促销策略和产品定价 和Mortar商店和在线 - 现在广泛用于研究和实践。调查结果表明了政策的几个问题 合规性（例如，年龄验证），年轻人和少数民族出现的促销策略，各种健康 索赔和最小的健康警告。我们的团队还显示了在高风险中识别年轻人的实用性 通过使用基于心理学的行业市场细分，药物使用和可能的营销敞口（例如 价值观，参加，生活方式）；心理学与社会人口统计信息行业营销的程度 策略，尤其是在目标人群中，尚不清楚。使用社会生态框架和​​扩散 在创新中，我们的目的是：1）确定邻里障碍是否与营销和POS相关 随着时间的推移，娱乐性MJ零售商的实践，考虑政策环境； 2）比较年轻的成人市场 与MJ使用，感知，访问和广告有关的年龄和少数群体状况与心理学的定义的细分 随着时间的推移，在具有不同MJ政策环境不同的州（娱乐，药用，无合法化的MJ政策）的州暴露。由a 由独特的研究团队，该提案是：a）对非DA-19-065的响应（公共卫生研究 大麻）; b）基于强大的科学前提和理由； c）跨目标/数据源高度集成；和D） 基于整合创新应用的严格方法。我们包括一个强大的传播计划 来自州/地方机构的代表负责监督MJ零售实施，以加快研究翻译为实践。