Main content

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

Show simple item record

dc.contributor.advisor Aung, May
dc.contributor.author Mai, Huong
dc.date.accessioned 2019-12-18T21:06:11Z
dc.date.available 2019-12-18T21:06:11Z
dc.date.copyright 2019-12
dc.date.created 2019-12-13
dc.date.issued 2019-12-18
dc.identifier.uri http://hdl.handle.net/10214/17668
dc.description.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. en_US
dc.language.iso en en_US
dc.subject cannabis policy en_US
dc.subject Canadian market en_US
dc.subject public opinions en_US
dc.subject online communities en_US
dc.title Public Opinion and Cannabis Policies: What Can We Learn from Canadian Market? en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.


Files in this item

Files Size Format View
Mai_Huong_201912_MSc.pdf 2.299Mb PDF View/Open

This item appears in the following Collection(s)

Show simple item record