ABSTRACT As Canadian cannabis legalization evolves, hospitality stakeholders are exploring integrating cannabis‐infused edibles into dining experiences. Despite regulatory prohibitions, sustained consumer interest suggests market opportunities, warranting examination of its drivers. Guided by the Motivation–Opportunity–Ability (MOA) theory, this study examines factors influencing Canadian consumers' willingness‐to‐pay for cannabis edibles in hospitality. PLS‐SEM analysis of an online survey ( n = 435) showed perceived risk (motivation) had a significant negative influence, while perceived provider quality (opportunity) and subjective cannabis knowledge (ability) had positive influences on willingness‐to‐pay. Cannabis edible involvement exerted direct and partially mediating effects. Cluster analysis identified two consumer segments differing in use frequency, age, and knowledge. An open‐ended question supported the model and highlighted price sensitivity. Theoretical contributions include extending MOA theory to an emerging novel context and highlighting involvement's role in behavioral intentions. Findings inform regulatory and operational strategies for hospitality providers preparing for potential cannabis service.
Yu et al. (2026) studied this question.