Table 5. Relative importance of attributes for cannabis edibles using a latent class model.
| Part-Worth Utility | OR | WTP | Part-Worth Utility | OR | WTP | ||
|---|---|---|---|---|---|---|---|
| Segment Sizes | Group 1–65.2% | Group 2–34.8% | |||||
| Price for Package | -0.09 | N/A | N/A | -0.68 | N/A | N/A | |
| Type of Edible | Candy | 0.43 | 2.43 | -48.23 | 0.26 | 1.81 | -4.34 |
| Baked | 0.03 | 1.64 | -26.71 | 0.07 | 1.50 | -2.98 | |
| Savory | -0.46 | Ref | Ref | -0.33 | Ref | Ref | |
| Amount of THC per Package | 5 mg | -0.19 | Ref | Ref | -2.80 | Ref | Ref |
| 10 mg | 0.01 | 1.23 | -11.04 | -1.30 | 4.47 | -10.97 | |
| 50 mg | 0.10 | 1.34 | -15.91 | 1.17 | 52.98 | -29.08 | |
| 100 mg | 0.08 | 1.31 | -14.80 | 2.92 | 304.27 | -41.88 | |
| Cannabis Taste | Strong | -0.35 | Ref | Ref | -0.24 | Ref | Ref |
| Mild | 0.10 | 1.58 | -24.66 | 0.03 | 1.31 | -1.97 | |
| None | 0.25 | 1.82 | -32.59 | 0.21 | 1.56 | -3.28 | |
| Package Information | None | -0.27 | Ref | Ref | -0.08 | Ref | Ref |
| Basic | 0.08 | 1.42 | -19.21 | -0.10 | 0.98 | 0.18 | |
| Detailed | 0.19 | 1.58 | -24.84 | 0.18 | 1.29 | -1.84 | |
| Consistency of THC across servings | Unknown | -0.14 | Ref | Ref | -0.19 | Ref | Ref |
| Exactly the same | 0.14 | 1.33 | -15.31 | 0.19 | 1.47 | -2.83 | |
| Product Recommendations | Seller | -0.04 | 1.08 | -3.96 | -0.20 | 0.77 | 1.90 |
| Family/Friend | 0.10 | 1.23 | -11.33 | 0.08 | 1.03 | -0.18 | |
| Online | 0.05 | 1.17 | -4.71 | 0.06 | 1.00 | -1.91 | |
| None | -0.11 | Ref | Ref | 0.06 | Ref | Ref | |
| Regulated by Health Canada | Yes | 0.25 | 1.52 | -22.87 | 0.17 | 1.21 | -1.40 |
| No | -0.17 | Ref | Ref | -0.02 | Ref | Ref | |
| Unknown | -0.07 | 1.11 | -5.53 | -0.15 | 0.88 | 0.90 | |
OR–Odds Ratio; WTP–Willingness to Pay in Canadian Dollars