Abstract

Over the last decade, there has been a rapid emergence of cannabidiol (CBD) products in the United States. Produced from cannabis, CBD is a non-intoxicating cannabinoid that has been promoted in health, wellness, and sports industries, despite limited clinical research, high rates of inaccurate product labeling, and often misleading claims on the effectiveness of CBD. However, emerging research has shown promise of CBD to offer health benefits, and its popularity has largely supported the newly legal hemp industry in the United States. The theory of planned behavior (TPB) was used to guide a case study at a small university to explore college athletes' (n = 272) use and perceptions of CBD. Our findings indicated approximately 40% of college athletes used CBD in the last 90 days, mostly in the form of gummies/edibles (59.1%) and smokables/vaporizers (55.7%). Respondents who were CBD users indicated they consumed these products to relieve stress (68.7%), improve sleep (55.7%), and reduce muscle inflammation (53.9%). Most college athletes (63.5%) were using friends or family members to inform their decision to purchase and consume CBD over advice from a medical doctor or health professional (8.7%). Lastly, TPB variables (attitude, subjective norm, perceived behavioral control) were significant in the development of a model that could be used to explain 53% of the variance in college athletes' future intent to purchase and consume CBD products. Based on our results, we provide recommendations for health communication campaigns for college athletes.

Keywords: cannabidiol, cannabis, CBD, college athletes, college students, theory of planned behavior

How to Cite:

Colclasure, B. C., Brown, Z., & Spandau, G. (2026). College athletes use of cannabidiol (CBD) products: A case study using the theory of planned behavior. Journal of Applied Communications, 110(2), 1–19. https://doi.org/10.4148/jac.20853