When purchasing products, it was no surprise that the potency, health and other effects of cannabis ranks as most important with 96% of consumers saying it’s extremely important. According to a study by Canivate Growing Systems, a cultivation method free of pesticides ranked nearly the same in terms of importance (95%). Respondents indicated that they are willing to pay more for cannabis that is grown in an eco-friendly manner and free from chemical pesticides.
“The research suggests that consumers are more sophisticated and discerning in their brand trust than was previously thought,” said Troy McCellan, CEO of Canivate. “We believe new approaches to cultivation and testing are needed to preserve trust in this new market.”