Exposure to Cannabis in Social Networks and Advertising in Relation to Cannabis-Related Perceptions, Motives, and Use Behaviors Among Young Adults in the US.

Within the expanding US cannabis market, young adult cannabis use has increased, underscoring the need to understand key influences on cannabis use. This study examined cannabis-related social and marketing exposures in relation to cannabis use and related mechanisms among US young adults. This study analyzed 2023 survey data from 4031 US young adults (ages 18-34; ∼48.8% past-month cannabis use (by study design); Mage = 26.39, 59.4% female, 37.4% racial minority, 19.0% Hispanic). Path analyses assessed: (1) parental use, friends' use, and advertising exposure in relation to past-month use status and frequency (among those reporting use); and (2) potential mediation by perceived risks (addictiveness, harm) and use motives. Parental use was associated with lower perceived harm and higher motives; friends' use with lower perceived harm and higher motives; advertising exposure with higher perceived addictiveness, harm, and motives; higher perceived addictiveness with lower use likelihood but more frequent use among those who used; and lower perceived harm and higher motives with use status and frequency. Parental and friends' use showed direct effects on use status and frequency; advertising exposure showed direct effects on use status. Perceived harm and motives mediated associations between parental use and use status and frequency. Perceived addictiveness, harm, and use motives mediated associations between friends' use to use status and frequency, and advertising exposure to use status and frequency (except not perceived addictiveness for friends' use to frequency). Understanding these links is crucial to inform policies and interventions to reduce cannabis exposures and use-related harms.