The varying terms associated with local and organic have the potential to confuse consumers as to their true meaning, especially with respect to production practices. For these reasons we examined the perceptions and misperceptions of the terms local and organic, specifically focusing on differences between U.S. and Canadian consumers. Our results show that a subset of consumers correctly identifies the main characteristics of local and organic. However, there is a subset of consumers that has inaccurate perceptions of these terms. Comparing U.S. and Canadian consumers we see numerous significant perception differences, especially with regard to local.


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