Impact of Unethical Cannabis Marketing and Its Legal Status on Albanian Consumers

Abstract

The purpose of this paper is to study how different marketing strategies regarding cannabis products can affect the buying behavior of consumers in a developing country like Albania, where cannabis cultivation, production, and marketing of its by-products are still prohibited. Primary data have been collected through a structured questionnaire distributed to a population residing mostly in Tirana, but also in Kosovo and the Republic of North Macedonia, made up of students as well as young and middle-aged professionals of different fields. This sample has been chosen to study if people from countries with a legalized cannabis market tend to be more affected by cannabis advertising and consequently to use more cannabis products, as well as the risk of a negative impact of massive advertising on abusive use of medical and recreational cannabis among different age-groups of the society, especially the most vulnerable ones. To evaluate the data, a regression analysis has been used, which showed that unethical marketing practices in advertising cannabis for recreational and medical purposes do affect considerably sales of these products among citizens. The findings are important to help compile the relevant legislation regarding the marketing of cannabis for these purposes, to adapt to the consequences of possible future legalization.

Received: 25 December 2021 / Accepted: 20 February 2022 / Published: 20 March 2022