“…The theory of planned behavior has been applied extensively to food choice (Ahmed et al, 2022;Ajzen, 2016;Khan et al, 2022;Kuran and Mihic, 2014;Scalco et al, 2017), proenvironmental behaviors (Biasini et al, 2023;Gansser and Reich, 2023;Lavuri, 2022;Srivastava et al, 2023;Teixeira et al, 2022;Yuriev et al, 2020), health behaviors (Cho et al, 2023;Lareyre et al, 2021;Limbu et al, 2022;Riebl et al, 2015;Shanka and Gebremariam Kotecho, 2023), and hospitality (Chen et al, 2023;Fauzi et al, 2022;Ulker-Demirel and Ciftci, 2020). It has also been applied to behaviors related to marijuana with medicinal or recreational purposes (Earle et al, 2020;Fiegel and Frank, 2023;Pepper et al, 2020;Tripathi and Kumar, 2022), though we only identify a single study at time of publication that use TPB in the context of hemp-based products without tetrahydrocannabinol (THC), the compound that produces psychoactive effects (World Health Organization, 2018). Metcalf et al (2021a, b) examine the adoption of newly legalized hemp food among Australian consumers and find that subjective norm is the greatest indicator of hemp food consumption.…”