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2 September 2022

Cultural, Social and Psychological Factors of the Conservative Consumer towards Legal Cannabis Use—A Review since 2013

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1
Campus Straubing for Biotechnology and Sustainability, Technical University of Munich, Essigberg 3, 94315 Straubing, Germany
2
German Institute of Food Technologies (DIL e.V.), Prof.-von-Klitzing-Straße 7, 49610 Quakenbrück, Germany
3
Centre for Rural Development and Technology, Indian Institute of Technology Delhi, Delhi 110016, India
4
Tropics and Subtropics Group, Institute of Agricultural Engineering, University of Hohenheim, 70593 Stuttgart, Germany

Abstract

Cannabis consumption has become the center of much debate globally. The positive public perception of the medicinal benefits of cannabis and the rise of recreational usage of cannabis necessitate dramatic changes in cannabis reform policy. As a consequence, there is an increase in cannabis legalization around the globe, although it is still facing many rejections. It is crucial to understand the factors affecting public acceptance of cannabis use to support the contextualization and success of cannabis legalization. This review aims to address consumer cultural, social and psychological factors regarding the legal use of cannabis. Based on this review, cultures influence the endorsement or rejection of cannabis use depending on political views, religious sentiments and affiliated subcultures (adult, youth and adolescent subcultures). Regarding the social factors, socioeconomic status, measured by income, education level and occupation, is a key determinant of cannabis use. The beliefs opposing cannabis legalization are due to the negative stigma surrounding cannabis use. Nevertheless, growing awareness about the pharmaceutical and therapeutic effects of cannabis has led to an increase in positive attitudes towards cannabis legalization. Thus, dissemination of cannabis use benefits reaffirmed by scientific evidence could be a strategic way to alleviate the public’s negative feedback on cannabis legalization.

1. Introduction

Escalating usage of both medicinal and recreational cannabis has been observed globally. The word “cannabis” refers to Cannabis spp. (mainly species “sativa” or “indica”), containing both high dry weight tetrahydrocannabinol (THC), also known as marijuana, and low-THC, known as hemp. This growing consumption is associated with both social and societal acceptance along with legal support [1]. An increasing percentage of cannabis reform policy support has been observed among global citizens. However, the success of the legalization will depend on the effectiveness of its advocacy in the market. Strong coalitions in healthcare, law enforcement, financing, policymakers, and influencers were observed in the countries working on liberal cannabis policies. This framework also needs the support of local contextualization along with regulating the existing markets. Even if it remained illegal, self-reported usage is increasing daily due to diverse factors. Scientific affirmations on cannabis being comparatively safer than alcohol resulted in increased consumption of this dangerous narcotic among young adults. The COVID-19 pandemic further escalated the usage rates and nearly half of the United States (US) cannabis consumers employed it to manage their stress and anxiety. Similarly, the work shift from offices to homes, and constraints on having social gatherings, also enhanced the cannabis retail business by approximately 35% as compared to the previous year for legal US markets [2].
In October 2020, cannabis was legalized for recreational use in Canada and 12 states of the US, and in another 37 countries for medicinal purposes [3]. The combined legal and illegal global cannabis market is estimated to be USD 214 to 344 billion [4]. Its cultivation has been reported in approximately 151 countries from 2010 to 2018; however, the exact estimate of the cultivation area and the quantities are not possible due to a lack of empirical data [2,5,6]. North America is considered the epicenter of the global cannabis economy owing to its having 97% of legal cannabis usage accounted for in 2020. In Europe (1.5%), Germany has the largest medical cannabis program as compared to the Netherlands and the United Kingdom. The legalization of cannabis has also highlighted the potential for investment opportunities, resulting in a smooth transition from illegal to legal consumption. This resulted in immense capital flows into the industry resulting in a record of USD 7.9 billion invested in the first half of 2021 [2]. Similarly, other shares of legal cannabis distribution include 0.7% for Asia, 0.7% for the Caribbean, 0.4% for Oceania, and <0.01% for Latin America.
Public perception towards cannabis legalization has begun to shift dramatically in the favor of cannabis reform policy. The public support for legal cannabis in Germany rose from 30% in 2014 to 46% in 2020. Another key factor normalizing the social attitudes towards medical cannabis is a broader understanding of the plant properties and cannabis-derived products. Domestic cannabis industries are being legalized in many countries including Netherlands and Spain. Cana-tourism is widely seen in coffee shops of Amsterdam where the coffee owners are licensed to sell small quantities and continue to operate in conjunction with local municipalities, attracting masses of tourists. Approximately 570 such coffee shops were operating as of 2019 in The Netherlands, with 29% located specifically in Amsterdam [7]. Spain has also constituted Cannabis Social Clubs (CSCs) for its distribution serving approximately four million consumers annually as well as another six million canna-tourists. About 500 such clubs were reported with a majority situated in Barcelona. These clubs are responsible for managing cultivation, processing, distribution, and providing the consumption sites [8]. Such widescale changes are also observed in other regions of the world where cana-tourism in different forms is being explored with other factors impacting the markets [9,10,11].
The use of cannabis is increasing day by day for both medical and leisure/recreational purposes. Medical cannabis use involves the use of cannabis in the treatment of physical and mental illnesses. On the other hand, the recreational use of cannabis refers to the use of cannabis for personal enjoyment. Two major constituents of cannabis, Δ-9-tetrahydrocannabinol (THC) and cannabidiol (CBD), are responsible for the mechanism of action and pharmacokinetics of cannabis. Upon cannabis consumption, THC and CBD rapidly distribute throughout various organs in the body and strongly bind to cannabinoid receptors, named CB1 and CB2. The “high” feeling experienced by people who use cannabis is due to THC, which acts as a psychotropic chemical. Although CBD is a non-psychotropic chemical, it has evidenced therapeutical effects in various medical illnesses [12].
There are several factors which affect the use of cannabis, as shown in Figure 1. The legalization of cannabis use is determined by various factors, including cultural, social and psychological factors. Therefore, this review aims to address factors that affect the global acceptance of cannabis legalization. In this review, cultural and subcultural (adults, youth and adolescents) factors, social class factors such as socioeconomic status (based on income, education and occupation) and ethnicity/race, as well as psychological factors (beliefs and attitudes) that can hinder or improve cannabis legalization are discussed. The understanding of these factors is crucial for stakeholders and governments in developing strategies to alleviate consumers’ negative feedback on cannabis legalization, especially the conservative consumers.
Figure 1. Dynamic relationship between factors affecting cannabis use.

2. Methodology

We conducted a comprehensive search in the databases including PubMed, Scopus, Web of Science and Google Scholar. In terms of search strategy, we relied mainly on peer reviewed research, published in English, ranging between 2013–2022. The appropriate literature was found using quotation marks and Boolean modifiers (i.e., “AND” and “OR”). In each database search, the following keywords were used: “cannabis” AND “consumer behavior” OR “consumer cultural factor” OR “consumer social factor” OR “consumer psychological factor”. We also examined the retrieved articles for the most relevant literature. In the study selection process, we reviewed and extracted the title and abstract during the search process. Nevertheless, publications consisting of editorials, letters to editors, incomplete papers, abstracts for conferences, notes, books, and theises were omitted. Discrepancies and discussions were reviewed and resolved. Other inclusions were the cultural, social and psychological factors that can alter or enhance consumer perception of legal cannabis use. Additionally, consumer social factors, factors influencing the legal use of cannabis, and country-by-country analysis with respect to the quantities allowed for the legal use of cannabis were also addressed, encompassing demographic, economic, social benefits, and religious and cultural factors associated with cannabis. In the end, 65 articles concerning cultural, social and psychological factors affecting cannabis legalization were selected for further review.

6. Conclusions

In this review, we found that cultures influence the endorsement or rejection of cannabis use depending on their political views, religious sentiments and affiliated subcultures. It is imperative to gauge the variations among cultures in response to cannabis use. The excessive use or misuse of cannabis across different cultures cannot be regulated by legal restrictions. Formal regulation of medical systems enables safe access and harm reduction via proper labelling, lab testing and education. Strategies and policies should be adopted to fight the resulting odds and enhance the physical and mental well-being of different cultures and subcultures by reducing the chances of overdosing and identifying the right composition of cannabis.
Socioeconomic status measured by income, education level and occupation is a key determinant of cannabis use and its associated serious health effects. Cannabis use could be said to be prevalent in all socioeconomic classes. However, the excessive use of cannabis is mostly found among lower economic status, less-educated people and people who experience racism and stigmatization based on ethnicity. The reported studies summarized in this review will enable the policy levers to be fine-tuned for targeted preventive interventions keeping in mind the socioeconomic disparities.
The disapproval of cannabis legalization mainly comes from consumers with a conservative political view. They have a strong mindset that cannabis use will lead to deterioration of physical and mental health and cause dependence syndrome, leading to crime and violence. This condition is then exacerbated by disinformation about cannabis effects through media governed by political disposition. In addition, religious sentiments are also a main driver of legal cannabis use rejection. On the other hand, people who support the liberalization of cannabis think that legal cannabis use may have economic benefits. It also concomitantly avoids violent crimes associated with illegal drug enterprises and trades. Well-educated people such as medical students are more open to the legalization of cannabis since they are knowledgeable about the pharmaceutical and therapeutic effects of cannabis. Therefore, formal regulation and educating the public about the benefits of cannabis may encourage the acceptance and normalization of cannabis legalization in society. The negative public opinion on the safety aspects of cannabis could be minimized by proper labelling and reaffirmation of scientific evidence.

Author Contributions

S.A.S.—conceptualization, design, wrote the first draft of some parts of the article, and reviewed the article; P.S.—wrote the first draft of some parts of the article; S.K.—wrote the first draft of some parts of the article; I.F.—wrote the first draft of some parts of the article, reviewing and editing; I.S.B., T.G.A. and S.A.I.—reviewing and editing; S.A.I.—funding. All authors have read and agreed to the published version of the manuscript.

Funding

This work was funded in part by the USDA/NIFA through the Agricultural Research Program at North Carolina Agricultural and Technical State University (Evans-Allen Program, project number NC.X-291-5-15-170-1) and by an 1890 Capacity Building Program Grant (No. 2020-38821-31113/project accession No. 021765). SI would like to acknowledge the support of the Agricultural Research Station at North Carolina Agricultural and Technical State University (Greensboro, NC, United States). This research was funded, in part, by grants (Project Nos. NC.X337-5-21-170-1 and NC.X341-5-21-170-1) from the National Institute of Food and Agriculture (NIFA).

Institutional Review Board Statement

Not applicable.

Data Availability Statement

Not applicable.

Conflicts of Interest

The authors declare no conflict of interest.

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