The customer's preference in light cannabis: an italian perspective

Nowadays, the light hemp is promoted by different stakeholders and the customer's preference due to the different use of crop products. The aim of this chapter was to discuss the Italian perspectives concerning the utilization of light hemp connected to customer's preferences. It is discussed the sustainability of hemp crop to produce wellness products in Italy. It is applied a cost model based on empirical data from hemp farmers. Customers' preferences on light cannabis wellness products are analysed through an online survey in Italy and other six European countries. A general misunderstanding about the differences between psychoactive hemp and non-psychoactive hemp (light cannabis) makes the demand unstable. Light hemp business in Italy is new and there are few studies that help entrepreneurs in assessing the attractiveness of certain investment analyzing the demand for such a product. Demand for CBD-based products indicates interest, but customers’ confusion highlights a lack of regulation and transparency about CBD-cannabis.