Background: Canada pioneered the legalization of non-medical cannabis production and sales, witnessing substantial growth in the regulated market over the five years, post-legalization. However, persistent barriers hinder many consumers from transitioning to the legal market, necessitating a nuanced understanding of their behaviors for targeted policy interventions.
Objectives: To improve understanding of cannabis consumers’ unregulated purchase decisions, and to explore motivational factors for transitioning to the legal market.
Methods: We conducted semi-structured interviews with cannabis consumers in British Columbia, who were at least 19 years old and purchased some or all of their cannabis through unregulated sources. Interviews were transcribed and an inductive thematic analysis was conducted using NVivo. Through coding iterations, we developed broad themes.
Results: Participants (n=31) represented a broad range of demographic characteristics (i.e., gender, age, education, income). Five themes emerged: product characteristics, retailer characteristics, personal values, social influences, and consequences of cannabis legalization. Despite purchasing all or some of their cannabis from the unregulated market, most participants were supportive of legalization and felt that legal cannabis is safe, accessible, and of reasonable quality. However, several barriers prevent consumers from regularly accessing the regulated market, including: price, potency of edible products, limited product variety, and inadequate product interaction.
Implications: This study delineates barriers that obstruct consumers' transition to the regulated market. These findings, aligned with considerations for public health and safety, offer valuable insights to inform cannabis policy and promote a more effective and consumer-oriented regulatory framework.