The Roles of Motivation, Opportunity, and Ability on Willingness‐To‐Pay for Cannabis‐Infused Edibles in Hospitality Establishments and the Mediating Role of Involvement
Year: 2026
Type: article
Study design: Observational Study
Abstract: ABSTRACT As Canadian cannabis legalization evolves, hospitality stakeholders are exploring integrating cannabis‐infused edibles into dining experiences. Despite regulatory prohibitions, sustained consumer interest suggests market opportunities, warranting examination of its drivers. Guided by the Motivation–Opportunity–Ability (MOA) theory, this study examines factors influencing Canadian consumers' willingness‐to‐pay for cannabis edibles in hospitality. PLS‐SEM analysis of an online survey ( n = 435) showed perceived risk (motivation) had a significant negative influence, while perceived provider quality (opportunity) and subjective cannabis knowledge (ability) had positive influences on willingness‐to‐pay. Cannabis edible involvement exerted direct and partially mediating effects. Cluster analysis identified two consumer segments differing in use frequency, age, and knowledge. An open‐ended question supported the model and highlighted price sensitivity. Theoretical contributions include extending MOA theory to an emerging novel context and highlighting involvement's role in behavioral intentions. Findings inform regulatory and operational strategies for hospitality providers preparing for potential cannabis service.
DOI: 10.1002/jtr.70273
Authors: Michael Yu, Pengsongze Xue, Hwan‐Suk Choi
Institution: University of Guelph
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,800
OpenAlex ID: W7136034717