Source: KENTUCKY STATE UNIVERSITY submitted to NRP
DETERMINANTS OF EFFECTIVE MARKETING OF HEMP-BASED APPAREL AND HOME FURNISHINGS IN KENTUCKY
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
Reporting Frequency
Annual
Accession No.
1014382
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
(N/A)
Project Start Date
Oct 1, 2017
Project End Date
Sep 30, 2022
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Recipient Organization
KENTUCKY STATE UNIVERSITY
(N/A)
FRANKFORT,KY 40601
Performing Department
Family & Consumer Science
Non Technical Summary
The number of potential industrial applications for hemp is expanding, so interest and investment in products made from hemp is increasing nationwide. As a textile fiber for home furnishings and apparel products, hemp has a number of properties that make it very useful in fabrics, yarns, raw or processed spun fibers, paper, and carpeting. Hemp is ideal for home furnishing applications because it is resistant to mold and ultraviolet light. Since hemp fibers readily absorb dye, becoming softer and more comfortable with long-term use, hemp is a good choice for apparel. Research instruments will be developed to investigate consumer, maker, and retailer behavior and use regarding hemp-based products. A separate study will also be conducted to address the development of hemp-based products. This effort will include workshops and extension programming. It is important to embark upon a multifaceted effort to conduct research in consumer behavior and use, in relation to hemp. By improving the acceptance and utilization of hemp as a textile fiber for consumer apparel and home interior applications, it is possible that markets for domestic hemp producers can be developed. Based upon successful development of research instruments for the project, extension outreach programs will be developed to improve support for hemp-based apparel and home interiors products thereby providing a market that will support Kentucky hemp producers.
Animal Health Component
100%
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
80451993020100%
Goals / Objectives
Research instruments will be developed to investigate consumer, maker, and retailer behavior and use regarding hemp-based products. A separate study will also be conducted to address the development of hemp-based products. This effort will include workshops and extension programming.Based upon successful development of research instruments for the project, extension outreach programs will be developed to improve support for hemp-based apparel and home interior products thereby providing a market that will support Kentucky hemp producers.This project has the two following objectives:1. To investigate attitudes and behaviors of consumers, makers, and retailers of hemp-based products for the apparel and home interior markets.2. To determine methods to successfully market hemp-based apparel and home interior products.
Project Methods
The methods for this project include the following:The reciprocaldeterministic theory will serve as the theoretical framework for this research. Focus groupswill be held to gather data for the development of the research instrument. The focus groups will be held separately for retailers, makers and consumers. Once each focus groups' data hasbeen analyzed, research instruments will be developed. The instruments will be reviewed for content analysis by a panel of scholars in the fields of marketing and apparel. The instruments will be pilotedamong the three aforementioned groups. Once the instruments have been piloted, the research instruments will be administered to the appropriate sample populations. Data analysis will take place using the Statistical Package for the Social Sciences (SPSS). The reliability of the instrument will be determined by utilizing Cronbach's alpha to assess internal consistencywith 0.75 being the minimal level of acceptance. Factor analysis is using varimax rotation will be used for the project. Once the factors have been extracted, analysis of variance (ANOVA) will be used to further analyze the data.Based upon the results of the data analysis, various outreach methodologies will be implemented. Traditional extension activities including workshops, media presentations and publications will be developed. Nontraditional extension outreach mechanisms will also be employed which may include YouTube videos and the development of a mobile app to educate Kentuckians on the use of hemp-based apparel and home interior products.EvaluationThe project will be evaluated in the following manner listed below.Pre and post workshop evaluation questionnaires will also be distributedwith workshop participants.Following the extension workshops, data will be gathered from participants to determine the ways in which hemp is used among apparel producers and designers. Data will also be gathered to evaluate how small retailers utilize hemp based apparel and home furnishings as a result of extension programming. Over the course of the project, additional small producers, designer and retailers will be included in theproject.

Progress 10/01/19 to 09/30/20

Outputs
Target Audience:The target audience reached during this project includes state and field staff in KSU Cooperative Extension. Stakeholders have also been reached via the dissemination of extension publications. Changes/Problems:Issues with the current pandemic has prevented some of the programming efforts. What opportunities for training and professional development has the project provided?Presenter: Dr. Young Topic: Hemp - A sustainable fiber with Kentucky roots Time: Jul 23, 2020 02:00 PM Eastern Time (US and Canada) The webinar, Hemp: A Sustainable Fiber with Kentucky Roots. This webinar was a collaboration between myself, Shawn Lucas, Assistant Professor, and Soreyda Benedict-Begley, Local Designer. The topics included in the webinar included: Examination of the Historical Significance of Hemp An Overview of Hemp Cultivation Legal Issues Related to Hemp Products Examination the Various Uses for Industrial Hemp How Industrial Hemp is Used for the Apparel and Home Products Industry Challenges to the Growth of the Hemp Fiber Industry How Hemp is Used by Designers and Practitioners. This webinar was multidisciplinary with FCS and Agricultural faculty collaborating on the project. There were 56 participants from KSU who attended the webinar. How have the results been disseminated to communities of interest? Nothing Reported What do you plan to do during the next reporting period to accomplish the goals?Collect quantitative data to complete the project. Develop programming for youth regarding Hemp fibers and fabrics. Develop media resources, and extension materials for Kentucky consumers and retailers.

Impacts
What was accomplished under these goals? Presenter: Dr. Young Topic: Hemp - A sustainable fiber with Kentucky roots Time: Jul 23, 2020 02:00 PM Eastern Time (US and Canada) The webinar, Hemp: A Sustainable Fiber with Kentucky Roots. This webinar was a collaboration between myself, Shawn Lucas, Assistant Professor, and Soreyda Benedict-Begley, Local Designer. The topics included in the webinar included: Examination of the Historical Significance of Hemp An Overview of Hemp Cultivation Legal Issues Related to Hemp Products Examination the Various Uses for Industrial Hemp How Industrial Hemp is Used for the Apparel and Home Products Industry Challenges to the Growth of the Hemp Fiber Industry How Hemp is Used by Designers and Practitioners. This webinar was multidisciplinary with FCS and Agricultural faculty collaborating on the project. There were 56 participants from KSU who attended the webinar. Qualitative Data Analysis Area artisans, and small business owners were interviewed for this project (n=21). The purpose of the qualitative data collection was to gather information regarding their work, and the level of use and knowledge of hemp in terms of fiber and fabric. The method to collect the data was in-depth interviews. The participants included textile artists (3), fashion designers (8), store owners (4), and quilters (6). Results Familiarity with Hemp Products- All participants were familiar with Hemp for use in various forms for the consumers. The majority of the participants were familiar with the CBD products on the market. For the 4 store owners who participated in the project, there was a level of familiarity with both the CBD items and hemp fibers and fabrics. One of the participant's had a small display of CBD items for sale within her store. However, among all business owners there was a difficulty in obtaining items made from hemp textiles, which includes yarn, fibers and fabrics. The participants were very positive about how hemp and hemp blend fibers were growing in demand. However, the business owners also indicated that it was a difficult position, because though certain customers sought out hemp and hemp blended products, the cost associated with hemp at this time make it economically undesirable. For one of the participants, a gift shop owner, that features only items made in the state of Kentucky, there were only a few of her artisans that produced items made of hemp and or hemp blend materials. Lack of Access- The fashion designers who participated in the project were seeking access to hemp and hemp blended fabric in larger quantities. The price of the hemp fabrics were a challenge for the fashion designers. Due to the low amount of hemp fabrics in the U.S. marketplace, there are presently not many choices in terms of colors and fabric weaves. The lack of choice in types of fabric made using hemp extensively for their work difficult. Most of the hemp fabrics available at this time are earth tones and darker colors. Among the business owners who sold yarn, there was a problem with locating resources for hemp yarns. According to the yarn store owners, in their experience, the only resources for hemp and hemp blend materials are in Europe. This made the prices higher than for the other yarns sold in their stores. The yarn store owners also indicated that that besides the pricing issue, availability was a problem, with vendors often going out of business and the difficulty to find new vendors. Need For Consumer Education- One of the store owners shared that the only information that consumers get regarding CBD products is from the producers. . There are few if any unbiased consumer education available regarding CBD products. It is important to note that CBD products though popular are not highly researched, and are a challenge to address due to continuing regulation. Discussion and Implication -Results from this preliminary qualitative study provide insights into the use of Hemp among small businesses and artisans. In conclusion, among the participants there was a favorable attitude towards using hemp and hemp blend yarns, and fabrics for project. However, the lack of American resources for hemp and hemp based inputs was a limitation for all categories. The lack of reliable resources for hemp and hemp blended fibers, yarns, and fabrics are problematic as well as the price. As a niche fiber, hemp, hemp blended fiber, yarns and fabrics are gaining in popularity across demographic groups. There is a need to further educate consumers.

Publications

  • Type: Other Status: Published Year Published: 2020 Citation: Hemp Fibers and Fabric. (December, 2020). Kentucky State University Extension publication.


Progress 10/01/18 to 09/30/19

Outputs
Target Audience:The target audiences reached by the project efforts includes textile artisans, retailers and county clientele due to various extension efforts. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Nothing Reported What do you plan to do during the next reporting period to accomplish the goals?Develop research publications and presentations. Complete data collection activities. Develop digital tools to education Extension clientele.

Impacts
What was accomplished under these goals? Research interviews were completed with textile artisans and retailers. Data has been analyzed from the research interviews. The next phase of the project will involve collecting data from consumers regarding their attitudes and behaviors regarding the utilization of hemp based products. Extenson publications have been developed regarding Hemp and other sustainable fibers. Presentations have been made at several Extension educational programs.

Publications


    Progress 10/01/17 to 09/30/18

    Outputs
    Target Audience:The target audience reached by this project include textile artisans and small retailers in Kentucky. The target audience has been the focus of research interviews to develop a quantitative research instrument for larger distribution. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?The preliminary interviews have allowed the research personnel to lean how they need to refine techniques and research instruments for the next phase of the project. How have the results been disseminated to communities of interest?Extension programming regarding hemp fiber was delivered to participants in various programs, including at the 2018 Sewing Expo, which had 113 participants. What do you plan to do during the next reporting period to accomplish the goals?Completion of data collection. Development of workshops to provide education to artisans and small retailers regarding hemp. Development of products made with hemp and hemp-blend textiles. Development of social media and web-based educational modules on hemp textiles. Development of 4-H hemp project activities.

    Impacts
    What was accomplished under these goals? The project has the following accomplishments: Qualitative research interviews have been conducted with textile artisans and small retailers to gather data for the development of a large-scale qualitative research instrument to be distributed in 2019. Preliminary data indicate that there is a lack of knowledge among both artisans and small retailers about hemp for textile purposes in Kentucky. In addition, there is a challenge since domestic hemp fiber production is miniscule. It is hoped that the larger data collection planned for 2019 can provide information that will allow producers to penetrate the fiber marketplace among Kentucky artisans and small retailers with hemp and hemp-based fiber products. Extension programming regarding hemp fiber was delivered to participants in various programs, including at the 2018 Sewing Expo, which had 113 participants.

    Publications