The endocannabinoid system is the target of the main psychoactive component of the plant Cannabis sativa, the Δ9‐tetrahydrocannabinol (THC). This system is composed by the cannabinoid receptors, the endogenous ligands, and the enzymes involved in their metabolic processes, which works both centrally and peripherally to regulate a plethora of physiological functions. This review aims at explaining how the site‐specific actions of the endocannabinoid system impact on memory and feeding behavior through the cannabinoid receptors 1 (CB1R). Centrally, CB1R is widely distributed (...) in many brain regions, different cell types (e.g. neuronal or glial cells) and intracellular compartments (e.g. mitochondria). Interestingly, cellular and molecular effects are differentially mediated by CB1R according to their cell‐type localization (e.g. glutamatergic or GABAergic neurons). Thus, understanding the cellular and subcellular function of CB1R will provide new insights and aid the design of new compounds in cannabinoid‐based medicine.Also watch the Video Abstract. (shrink)