Consumption confidence of cannabis-containing food and beverages of the people in Bangkok

Abstract

Nowadays, there is more and more research on cannabis-hemp. and found that marijuana Hemp has various benefits, resulting in the value of the global cannabis market likely to continue to grow. or a value of more than 103.9 billion US dollars in 2024. Currently, there are giant companies in the food and beverage sector of the world. Interested in using cannabis extract as an ingredient? It is expected that the value of the global cannabis market will grow and be distributed among more businesses. The objectives of this study were to 1) study the opinions of the people in Bangkok in consuming food and beverages that contain marijuana. 2) study the confidence of the people in Bangkok in consuming food and beverages that contain cannabis. of cannabis and 3) study marketing mix factors that influence confidence in the consumption of food and beverages containing cannabis among people in Bangkok. To obtain important information to be used as a guideline for building confidence in serving food and beverages that contain marijuana. Use quantitative research methods. The sample group consisted of 400 people in Bangkok. Descriptive statistics were used to analyze the data and draw conclusions. It was found that the marketing mix factors include the product side. Marketing promotion It has a positive influence on confidence in consuming food and beverages containing cannabis. By the product side has the highest influence, followed by marketing promotion The test results show that the marketing mix factors influence confidence in consuming food and beverages containing marijuana by 63.40 percent, at a statistical significance level of 0.05.