Factors Affecting Consumer Purchase of Cannabis and Hemp-Containing Beverages in Chiang Mai

This research aims to investigate factors that influence consumer purchases of cannabis and hemp-containing beverages in Chiang Mai and the marketing factors affecting consumers decision to purchase cannabis and hemp-containing beverages. Data were collected from a sample of 400 people in Chiang Mai. The method of estimation used descriptive statistics and Logit Model. The findings showed that factors affecting consumer purchases of cannabis and hemp-containing beverages in Chiang Mai were gender, age, occupation and income. The marketing factors that influenced purchasing decisions encompassed clean packaging, ensuring convenient accessibility, setting an appropriate price, locations near consumers’ residences and workplaces, modern beverage styles for promotion, a polite and attentive staff, creating a pleasant physical evidence, and a consistent service process. These research findings offer valuable insights for entrepreneurs seeking to strategize their sales efforts in response to consumer demand.