Key Factors that Influence Consumer Preferences for Natural‐Hyped Products

Abstract Natural‐hyped products are receiving greater attention from and acceptance by consumers worldwide. Environmental factors that foster the demand for natural‐hyped products, specifically hemp‐based products include the deregulation of the cannabis industry and greater consumer desire for natural foods. Adding to this, the strategic use of stimulant type of cues (e.g., a cannabis leaf) included in product logos, ads, and packaging, seems to create hype associations when evaluating hemp‐based products. In this context, this study presents empirical evidence (three experiments and two qualitative studies) that illustrates consumer preference for hemp‐based products over ones that do not include hemp as an ingredient (hemp‐free). The research focuses on identifying the psychological determinant that orients consumers towards hemp‐based products. Findings suggest that the perceived naturalness is the psychological mechanism behind consumers positive evaluation of hemp‐based products. Moreover, this study presents evidence that this evaluation is enhanced by the consumer's need for stimulation. Implications of the findings for the role of perceived naturalness and the need for stimulation in marketing strategies are discussed.