Daily chart is the key. Take a look where previous bounces topped out.
Hint: former support levels.
Who's selling?
1) Former support buyers to break even
2) People who managed to catch the falling knife this time (33%+ is a good gain, especially if you consider such an ugly chart)
3) New shorts
I personally don't trade VAPE because it's extremely illiquid to take any meaningful position, hence, waste of time. Nevertheless, I keep pot stocks on my watch because they do have a lot of potential, however, timing is the most important factor here. You cannot be too early, otherwise you gonna get burned.
Right now VAPE looks like a steady fader. Look at the daily chart and you will see the common precursor of the most powerful rallies.