CBD Labels Made Cannabis Seem Safer but Less Worth Buying Compared to THC Labels

CBD-dominant products were rated least harmful, most beneficial, and least likely to purchase or use compared to THC-dominant or equal-ratio products. Adding visual aids to communicate potency did not significantly change any perceptions (all Ps>0.10). Perceived benefits mediated the relationship between cannabinoid content and likelihood to use, but perceived harms did not.

3x2 mixed experimental design: within-subjects cannabinoid content (THC-dominant, CBD-dominant, 1:1) by between-subjects display type (numeric vs. numeric + visual aid). 431 cannabis users recruited via Prolific.com evaluated product packages online.

As cannabis labeling regulations develop, understanding how label information influences consumer behavior is critical. The finding that benefit perceptions drive use decisions more than harm perceptions has implications for label design and health communication.

The paradox that CBD products are perceived as most beneficial yet least desired for purchase suggests consumers may value the psychoactive effects of THC over the perceived health benefits of CBD. Label design alone may have limited influence on use behavior.

Online experiment with hypothetical purchase decisions. Cannabis users only, not the general population. Cannot assess actual purchasing behavior. Product labels were simplified experimental stimuli. Prolific sample may not represent all cannabis consumers.