Budtender Perspectives on the Cannabis Retail System’s Capacity to Support Customers with Mental Health Concerns: A Qualitative Study

Abstract

Objective: Frontline staff in legal cannabis dispensaries (“Budtenders”) serve as a primary source of cannabis-related information to customers, including those with mental health concerns. However, little is known about how Budtenders perceive the cannabis retail system’s role in supporting these consumers. This study examines Budtenders’ perceptions of the retail system’s effectiveness in meeting the needs of customers with mental health challenges. Method: This qualitative study is a secondary analysis of responses collected as part of a larger mixed-methods project. Budtenders (N = 29) from legal dispensaries in Ontario responded to questions about the cannabis retail system in relation to mental health. Responses to two open-ended questions were analyzed using inductive, conventional content analysis. Results: Seven themes were identified. Budtenders described their role as providing safe, legal access to cannabis and personalized guidance to customers with mental health concerns. Their capacity to do so, however, is shaped by factors including the extent of their training, public health messaging, the accessibility of scientific research, their ability to collaborate with healthcare professionals and stigma surrounding cannabis. Regulatory restrictions on mental health discussions were described in contrasting ways, with some viewing them as important safeguards and others as barriers to meeting customer needs. Conclusions: Budtenders are frequently asked mental health-related questions that they are not legally permitted to answer, which creates tension between consumer needs and regulatory constraints. Findings highlight the need for system-level improvements, including public health education initiatives, enhanced Budtender training, government support, and stronger engagement from healthcare professionals.