Date of Defense


Date of Graduation




First Advisor

Russell Zwanka

Second Advisor

Jeffrey Campbell


This paper expands upon previous research conducted to observe and determine the impact and relationships of factors like knowledge, trust, and intent to purchase for controversial products among consumers. Cannabidiol (CBD) is the primary controversial product further explored in this paper. The objective of this paper is to analyze the results in this research and how they relate to the question would clearer regulations, more standardization, legal guidelines, and general knowledge enhancement impact overall product trust and purchase intent of products? In addition to this primary research objective, analysis of sources and factors that impact and threaten the level of knowledge of CBD products among consumers are discussed. Results demonstrate a significant relationship between factors of controversial consumerism and high levels of consumer confusion. Discussion on how this can be combatted by retailers and consumers is included.

Access Setting

Honors Thesis-Open Access

Presentation.pdf (743 kB)
Defense Presentation

Included in

Marketing Commons