Following an international wave of legalizing cannabis for medical, recreational and economic reasons, the South African national government has encouraged entrepreneurs to participate in related cannabis technology and innovation. The gap is in the urban customer perceptions towards the legal cannabis industry to assist in aligning existing policies with the government’s cannabis industry goals. The purpose of this study is to assess urban customer perceptions towards the legal cannabis industry to assist in aligning policy with the government’s cannabis industry goals. This study follows a pragmatism research design and use both quantitative and qualitative approaches to achieve the purpose of the study. Data is extracted from the Google database and documents. A total of 51 stores were identified on google maps. Google maps capture provides data regarding customer reviews and store ratings. Data were analyzed using Microsoft excel. Findings show that customers have useful views that would assist policymakers to align new South African cannabis policies with those of successful urban developed countries. It is recommended that policymakers should consider the views of legal cannabis customers when passing policies meant to ignite entrepreneurial innovation needed to meet both customers' needed and the cannabis industry. The contribution of the article is in its use of literature review and relevant theories to suggest policymaking processes that would benefit both cannabis customers and local communities.

Authors:
Tshililo Farisani, University of Kwazulu-Natal, South Africa
Pfano Mashau, University of Kwazulu Natal, South Africa

About the Presenter(s)
Dr Tshililo Farisani is a University Postdoctoral Fellow or Instructor at University of KwaZulu-Natal in South Africa

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