Open attitude and environmental concern drives cannabis-derived skincare product acceptance

31 Aug 2022 --- As cannabis-based formulations are gaining traction within the beauty industry, researchers from Portugal have unveiled that personal values such as openness to change and environmental conservation indirectly influence the acceptance of cannabis-derived cosmetic products.

“These findings are useful to the skincare industry and companies creating these products in three ways. Firstly, it gives some relevant insights on consumers’ positive attitudes toward this type of skincare product,” Najla Ribeiro, researcher at the University of Porto, tells PersonalCareInsights.

She adds that the findings suggest that cannabis-based products should be represented and communicated as innovative and environmentally friendly products. This is because the underlying values of consumers influence purchase intention.

According to the researchers, the skincare and cosmetics industries are increasingly interested in cannabis sativa. Its phytochemical properties (terpenes and terpenoids), which can be used to make essential oils, may benefit the skin by increasing elasticity.

The human values influencing purchase
The paper also offers some recommendations for the consumers who are most likely to purchase this kind of product, underlining the importance of environmental awareness and human values as significant factors influencing purchase intent for cannabis-based skincare products.

Personal values such as openness to change indirectly influence the acceptance of cannabis-derived cosmetic products.“One of the benefits identified in the literature is increased skin elasticity,” states Ribeiro regarding how cannabis-based skincare benefits skin health.

“Cannabis is expected to create some resistance from the public, but they seem educated about its skin benefits, not only the younger consumers but particularly consumers in mid-40s. The study provides relevant insights into the profiles of consumers more willing to buy these products – considering their values, attitudes and concern with the environment.”

Analyzing intentions to purchase
During the COVID-19 post-confinement period in Portugal, information was gathered by using a self-administered questionnaire that was completed in an online environment.

“The research objective for this study was to investigate the influence of environmental awareness and human values on attitudes toward cannabis. Additionally, we investigated the influence of environmental awareness and human values on attitudes toward the use of cannabis in the cosmetics industry,” adds Ribeiro.

“The research also investigates the influence of values and attitudes on the intention to purchase cannabis-based skincare cosmetics and investigated whether there are differences in purchase intentions among consumers of different age, gender and income level.”

Considering all the findings, the study concludes that consumers who were more open to change and accepted cannabis-based skincare cosmetics favored their intention to purchase these products indirectly.

On the other hand, conservatism reduces acceptance of cannabis-based skincare cosmetics; thus, this resistance has indirectly harmed the intention to purchase cannabis-based skincare cosmetics.

Furthermore, environmental consciousness favored the acceptance of cannabis’ industrial use, but it did not affect the approval or rejection of cannabis-based skincare products.

Limitations and future research
The researchers note that there are limitations to the study as the data failed to capture the dynamic nature of retail consumer behavior because 90% of respondents had never purchased cannabis-based skincare cosmetics.

According to researchers, the skincare and cosmetics industries are becoming increasingly interested in CBD as it may benefit the skin by increasing elasticity.Future research can delve deeper into the subject by studying consumer behavior among actual users of this type of product.

“As consumer behavior researchers, we expect to publish another article in a few months exploring other perspectives on consumer behavior that may further explain purchase intention of cannabis-based skincare products,” Ribeiro explains. “We expect to use these findings in future research, as we hope other researchers may do.”

CBD and hemp moves in the industry
Cannabidoil (CBD) may soon be prohibited in personal care and nutritional products, including any topical or ingestible forms, by the Hong Kong government through legislation. Considering this, NutritioInsight previously reported on a Kent Scientific Services investigation that revealed roughly three-quarters of CBD products in the UK are contaminated with illegal substances.

In cosmetics, Koru Pharmaceuticals, a South Korean cosmetics conglomerate, introduced its latest subbrand, Mesohemp, in the US. Mesohemp’s main ingredient – hemp oil containing CBD – is derived from “green hemp,” a hybrid of Dutch and South Korean hemp strains.

In partnership moves, CBD Move Free and ingredient provider Novvi partnered to develop a line of CBD relief products. Novvi’s plant-based oils and moisturizing emollients will be used in the line. Meanwhile, Demetrix and Evonik entered into a multi-year supply agreement to increase the use of cannabinoid bioactives in personal care and beauty products.

By Nicole Kerr