Consumer Confusion About Product Names Commonly Used to Describe Hemp‐Based Oils

Brandon R. McFadden, Kawsheha Muraleetharan, Benjamin Campbell, Adam Rabinowitz, Tyler Mark and Michael Popp

Journal of Consumer Affairs, 2025, vol. 59, issue 1

Abstract: Consumers can now purchase cannabinoid Cannabidiol (CBD) oil from retailers. Product names are often used to communicate the differences in the contents of CBD oils; for example, “CBD isolate” only contains CBD, whereas “full spectrum CBD” contains terpenes, flavonoids, and some delta‐9 tetrahydrocannabinol (THC). The names used to describe CBD oil could cause consumer confusion about actual product contents. We conducted an online survey with two product selection tasks to examine confusion associated with CBD oil names. Products in one selection task displayed names used to describe products, whereas the other selection task presented the attributes associated with the products. This design allowed us to conduct within‐subject tests to determine consumer confusion associated with the product names commonly used to describe CBD oils. This study provides valuable insights into consumer confusion and preferences regarding CBD products, and findings suggest that more detailed product attribute information can help reduce consumer confusion.

Date: 2025
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