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Summary Brief

Marijuana Use Judged: Attitudes and Ethical

Orientation

Sergio Enrique Robles-Avila, University of Texas Rio Grande Valley, USA

Arturo Z. Vasquez-Parraga, University of Texas Rio Grande Valley, USA

With advances in technology and transportation, and the increase in the legalization of marijuana use, the

opportunities to purchase and adopt marijuana products have become trendy. The purpose of this study is to examine

why some consumers purchase and adopt marijuana products and to also know the ethical orientation of consumers

judging marijuana consumption. Using the theory of reasoned action, our findings suggest that motivations and

subjective norms influence consumer’s intention to purchase or adopt these types of products. Using the Hunt-Vitell

theory of marketing ethics, this research finds that both teleological and deontological orientations influence

consumer’s ethical judgement and decision making in purchasing marijuana products. Theoretical and

methodological conclusions are derived. In addition, taking into account the rapid legalization of marijuana products,

some policy implications are considered.

Introduction Several states have legalized marijuana sales in the United States. Colorado is probably one of the most notable

cases. Decriminalization of marijuana has created some interesting scenarios within the United States. Colorado

borders three states that have cannabis prohibition: Utah, Wyoming, and Nebraska (Ferner, 2014). People travelling

from other places to Colorado to consume legalized pot are fueling “Marijuana Tourism” in the state (Weed, 2015).

Indeed, the problem has grown to such proportions that certain state law enforcement agencies where marijuana is

still illegal, no longer go out of their way to arrest consumers returning home with their purchase. As attitudes towards

marijuana change, the “fault lines” of this debate have also formed along state boundaries (Fisher, 2014). Celebrities

such as Bill Maher have challenged the conflicting messages that the state and federal governments have been sending

(Bradley, 2016). In many cases, medical marijuana is the first to become legalized. Subsequently, the legalization of

recreational marijuana follows. Increasingly, it is legal to consume or purchase marijuana products in certain countries

and states (within the United States), but remains illegal in others.

In order to uncover consumer motivations that proceed consumption behavior must be uncovered. Consumer

motivation also relates to the ethical orientation of consumers and how these consumers form ethical judgements that

make ethical decisions when purchasing or adopting marijuana products. Moreover, the way consumers form ethical

judgements and make ethical decisions when acquiring marijuana products needs to be uncovered. This research

attempts to fill the gap in the consumer behavior literature by examining the motivations behind the purchase or

adoption of marijuana products. Furthermore, we attempt to uncover how ethical orientations influence consumer

judgements and decision making when confronted with the opportunity to purchase or adopt marijuana products. This

is important because many countries, states, and cities in the United States and around the world, are increasingly

legalizing marijuana products for both medical and recreational purposes.

Conceptual Development To uncover consumer motivations and ethical orientation of the consumption of marijuana, the Theory of

Reasoned Action (Fishbein and Ajzen, 1975) and the Hunt-Vitell General Theory of Marketing Ethics (Hunt and

Vitell, 1986; 1992; 2006) will be used.

The Theory of Reasoned Action suggests that an individual’s behavior is influenced by his or her intentions.

Intention is comprised of attitude and subjective norm. Attitude is when an individual feels either favorable or

unfavorable about performing a specific behavior. Subjective norms is when an individual perceives social pressure

towards engaging in a specific behavior. This direct relationship between intention and behavior is based on the

assumption that the stronger the intention to act on a behavior, the stronger the likelihood that an individual will

perform the behavior (Ajzen, 1991, p. 181).

The Hunt-Vitell General Theory of Marketing Ethics is an accepted theory that provides a framework for

understanding principal agent interactions. It also provides a general theory of ethical decision making that draws on

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both deontological and teleological ethical evaluations from moral philosophy. The theory explains how an individual

might approach an ethical problem and the different alternatives that individual might take to resolve an ethical

problem (Hunt and Vitell, 1986; 1992; 2006).

Conclusion and Policy Implications There are several policy implications that result from this study. There are two primary motivations to purchase

or adopt marijuana: medical and recreational. In most cases, it appears that the legalization of recreational marijuana

follows the legalization of medical marijuana. These motivations, in turn, have created two new groups of consumers

for marijuana. Marketers, entrepreneurs, consumers and policy makers need to work close together when legalizing

cannabis. The legalization of marijuana is opening new business opportunities for its production, distribution, and

sale. Businesses that support the marijuana trade such as banking, tourism, hotel, and insurance not only should take

into consideration the legal ramifications of supporting entrepreneurs that product and market illicit products, but also

the ethical ramifications. Although it appears that law enforcement of marijuana laws appear to be weak, marijuana

entrepreneurs should understand that their customers could face serious fines or even jail time if they are caught

returning home with their purchase. With lower inhibitions and stigma surrounding marijuana, both for medical and

recreational use, marketers, entrepreneurs, consumers, and policy makers should understand the positive and negative

consequences of marijuana use.

As pointed out by the Economist (2016), the legalization of marijuana has spared many individuals from jail time,

criminal records, and ruined lives. The legalization of marijuana has also removed the criminal element surrounding

the trade of cannabis. Governments have also been able to raise funds through taxation and save resources for local

police departments through marijuana legalization. On the other hand, marketers, entrepreneurs, consumers, and

policy makers need to be aware if marijuana could lead to addition, other drugs, and other public health hazards. These

groups should also evaluate how marijuana should be marketed and sold and how to protect children, teenagers,

pregnant women, and other vulnerable groups from aggressive marketing campaigns and perhaps other long-term

health concerns. As the legalization and decriminalization of marijuana continues, opportunities to purchase or acquire

it will increase. Consumers will face pressure from peers and celebrities to consume marijuana. As a result, consumers

will face ethical dilemmas that will require them to make ethical judgements that could influence their intention to

purchase or acquire marijuana.

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