Factors Affecting the Choice of Cannabis-Containing Product among the People in Chiang Mai Province
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Abstract
This research article aims to study factors affecting the choice of cannabis-containing product among the people in Chiang Mai Province. This research employed a quantitative research methodology, collecting data through questionnaires from 300 people aged 20 years and above who purchased cannabis-infused products in Chiang Mai Province during May-August 2024, using convenience sampling. Data analysis utilized structural equation modeling.
The research findings revealed that the structural equation model demonstrated good fit with the empirical data. Product selection was most directly influenced by marketing mix factors, followed by government role and psychological and social factors, respectively. When considering indirect effects, product selection was most indirectly influenced by government role, followed by marketing mix factors, respectively. In terms of total effects, product selection was most influenced by government role, followed by marketing mix factors and psychological and social factors, respectively. These research findings provide clarity for policy implementation that aligns with the situation and needs of the local population, and the results can be applied to production planning and marketing of cannabis-infused pharmaceutical products.
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