Measuring disgust as it applies specifically toward insect-eating behavior and evaluating this construct within a negative behavioral belief paradigm might have provided clearer insight into attitudes toward eating insects. While not using TPB as the theoretical framework per se, reported that negative perception of factors related to genetically modified foods were critical to acceptance. It has previously been suggested that highly salient negative factors relating to hemp food’s association with alternate uses for cannabis have a greater influence on early acceptance and uptake of the novel food than positive health benefits. Consistent with a previous approach , negative behavioral beliefs have been treated as a discrete construct in the current study resulting in four constructs to be evaluated against intention; negative behavioral beliefs, positive behavioral beliefs, normative beliefs, and perceived control. Response items were then evaluated by four third-party volunteers who gave their interpretation of each item including whether they considered the behavioral beliefs to be a positive or negative attribute of hemp food, and this was compared to the researchers’ transcript for confirmation.
Once it was agreed that the interpretation was consistent with intended meanings, the items were transposed into the phase 2 questionnaire. The use of TPB as a theoretical framework for the evaluation of acceptance of a novel food is not a new concept, however, evaluating the behavioral beliefs that form attitudes toward the food as discrete positive and negative entities is a new approach.For example, included negative attitude as a discrete construct in their study of acceptance of insects as a novel food. The current study accepted empirical evidence of the importance of negative factors in the evaluation of novel foods and developed discrete positive and negative attitudinal constructs from qualitative surveys of consumer behavioral beliefs. This approach proved beneficial to understanding the acceptance of hemp food as the negative attitude items while loading onto a single factor and correlating positively with each other, had differential effects on the construct associated with the psychological benefits of Cannabidiol oil. Originally developed as a component of positive attitudes, anomalies detected early in the analysis of the data led to the construct defined as relating to CBD being identified as a potential mediator between negative attitudes and intention to consume under the TPB framework.
While the negative association of the CBD constructs with three of the items was theoretically and statistically supported, the positive association with two of the items was counterintuitive and is discussed below. In the qualitative phase of the study, a perception of an association between hemp food and CBD oil provided an impetus for the development of the items relating to the psychological benefits of CBD oil. Reduced anxiety and increased relaxation were perceived by survey participants as a positive aspect of hemp food through this association. While these benefits are not promoted as applicable to hemp food, it is the perception of the benefits through association with CBD oil that contributes to a consumer’s intention to consume the food. What has been revealed through the application of SEM, however, is a differential influence of the perception of CBD on intention to consume hemp food, dependent upon which negative aspect of attitude is being addressed. On further examination, there appear to be three possible interpretations of the findings. The first is that despite the association of hemp food with CBD oil being perceived as a positive aspect of the product, there remains a belief that; a: There remains an association with both THC and CBD and a subsequent belief that potential for testing positive to THC after consumption of hemp food exists, and b: That not enough is known about the effects of eating hemp food.
This association would be potentially problematic for the hemp food industry as it may suggest that despite assurances from industry and government sources that THC in hemp food is below detectable levels , consumer acceptance of this assertion appears to be low. The overall mediating effect of the association of hemp food with CBD oil, however, has a positive effect on the intention to consume hemp foods and can therefore be viewed as benefitting hemp food acceptance. While this may indicate that an association with CDB oil has thus far influenced the acceptance of hemp food, the long-term outcome from such an association would not be beneficial. It has been demonstrated that knowledge of hemp food may be lacking within the marketplace but as consumer education increases and the distinction between CBD oil and hemp food becomes more apparent, any positive influence the misperception has had to that point may be reversed.