Product features for promoting top-selling cannabis vape products in an online retail environment

Cannabis vape products (CVPs) are an increasingly popular segment of the cannabis market in the U.S., yet little is known about how they are promoted in retail settings. This study examines how CVPs’ functions and effects are described in an online retail environment. In 2024, product descriptions from 343 CVPs across 78 top-selling cannabis brands were collected from a major U.S. cannabis e-commerce platform (iheartjane.com). Deductive and inductive approaches to qualitative data analysis were used to identify product feature categories and content used to promote CVPs. We identified ten key product features. The most frequently highlighted feature was flavor profile and sensation (74.1%), including general and specific flavors (e.g. fruit flavors) and sensory experiences (e.g. sweetness). Other commonly identified product features included product quality claims (42.3%, using descriptors of ‘quality,’ ‘purity,’ ‘natural,’ and ‘organic’), mood enhancement (33.8%), reduced harm (24.2%), and relaxation/tension reduction (23.9%). Less frequently mentioned product features included therapeutic effects (18.4%, mostly including misleading physical and mental health benefits), focus/creativity (16.6%), convenience/discreetness (11.1%), socialization enhancement (6.7%), and physical performance enhancement (6.1%). Flavor profile and sensation, product quality, reduced harm, and dominant psychoactive effects are the commonly used product features, potentially leading to product use interest. Misleading therapeutic effect claims may cause consumer product misuse. Understanding the content of these promotional strategies is crucial for future studies to assess their impact on consumer perceptions and behaviors related to CVP use, especially among vulnerable populations of youth and young adults, informing regulations and interventions.