‘Black-Owned’ Label On Marijuana Products Increases Interest Among White Consumers But Not Black Consumers, Study Says

Newly published research suggests that “Black-owned” labels on cannabis products can help increase brand engagement from white consumers, though they generally fail to earn extra attention from Black consumers.

The study, published this month in the Journal of Consumer Research, says the findings reflect so-called “expertise stereotypes” among different groups of respondents.

“Black ownership signals credibility to out-group consumers, but stigma may suppress in-group identification,” the study’s lead author, Chethana Achar, said in a statement about the research. “The findings raise critical questions about whether equity policies alone are enough to ensure market success for Black entrepreneurs in the drugs industry.”

Achar, a professor at Northwestern University’s Kellogg School of Management, co-authored the paper with a University of Washington business professor and the founder of a California-based marketing consultancy.

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