Research: U.S. and Canadian consumer perception of local and organic terminology

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 researchers at the University of Connecticut USA examined the perceptions and misperceptions of the terms local and organic, specifically focusing on differences between U.S. and Canadian consumers.
The 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. An article about the research is published in the International Food and Agribusiness Management Review.
Click here for the article (639 kB).

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