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Public Opinion and Cannabis Policies: What Can We Learn from Canadian Market?

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Title: Public Opinion and Cannabis Policies: What Can We Learn from Canadian Market?
Author: Mai, Huong
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Aung, May
Abstract: This thesis explores the phenomenon of public opinion on cannabis legalization in Canada. Specifically, this study investigated consumers’ opinions towards the cannabis policy and its market place. A netnographic study on four online communities: Canadian Weed Forum, Roll It Up Forum, sub-reddits r/marijuana and r/canadients, was conducted. Findings suggested that consumers’ opinions on the cannabis legalization policy vary from strongly supportive to strongly negative statements. Overall, consumers could be divided into different groups: groups of enthusiasts and haters of legalization. This study found that negative attitudes toward cannabis policy exist in the Canadian market. Additionally, product and price are found as important marketing mix elements in the market place. Results suggested that four symbolic boundaries: quality boundary, purpose boundary, source boundary and geographical boundary influencing the meaning of product to consumers. Different price points also impact on consumers’ attitudes towards cannabis product in the market place. Conceptual and managerial contributions are also offered.
Date: 2019-12
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