Consumer behaviour around online purchasing of Agency-regulated products

Prepared for the Canadian Food Inspection Agency
Supplier name: EKOS Research Associates
Contract number: 39903-210629/001/CY
Contract value: $110,352.18

Contract Award Date: November 24, 2020
Delivery date: March 31, 2021

Registration number: POR 066-20
For more information on this report, please contact Canadian Food Inspection Agency at:
cfia.enquiriesarchive-archivedemandederenseignements.acia@inspection.gc.ca.

Ce rapport est aussi disponible en français

Consumer behaviour around online purchasing of Agency-regulated products

Prepared for the Canadian Food Inspection Agency (CFIA)
Supplier name: EKOS Research Associates
March 2021

This report summarizes results from a survey of 5,868 Canadians. A data summary written by the CFIA of an additional 2,221 interviews is included in the addendum.

Cette publication est aussi disponible en français sous le titre : Comportement des consommateurs à l'égard de l'achat en ligne de produits réglementés par l'Agence

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from the Canadian Food Inspection Agency. For more information on this report, please contact the Canadian Food Inspection Agency at cfia.enquiriesarchive-archivedemandederenseignements.acia@inspection.gc.ca.

Catalogue number:
A104-210/2021E-PDF

International Standard Book Number (ISBN):
978-0-660-39971-3

Related publications (registration number: POR 066-20):
Catalogue Number: A104-210/2021F (Final Report, French)
ISBN: 976-0-660-39972-0

© Her Majesty the Queen in Right of Canada, 2021

Table of contents

• Executive summary
• 1. Background and methodology
  • 1.1 Background
  • 1.2 Methodology
• 2. Online purchasing habits
  • 2.1 Online purchasing in past year
  • 2.2 Online purchasing of Agency-regulated products
  • 2.3 Frequency of online purchasing of Agency-regulated products
  • 2.4 Amount spent on Agency-regulated products
  • 2.5 Number of websites visited
  • 2.6 Origin of online products
  • 2.7 Incidence of extra fees on imports
  • 2.8 Types of products ordered from outside home province/territory
  • 2.9 Anticipated online purchasing in coming year
• 3. Factors driving online purchases
  • 3.1 Reasons for ordering Agency-regulated products online
  • 3.2 Food, plant or animal product purchased as gift
  • 3.3 Reason for gift of Agency-regulated product
  • 3.4 Use of e-commerce sites
• 4. Awareness of high level risks
  • 4.1 Verification of reliable sources
  • 4.2 Methods of verification
  • 4.3 Verification of products allowed in Canada
  • 4.4 Checks on product recalls
  • 4.5 Awareness of potential issues
  • 4.6 Purchaser issues
• 5. Familiarity with online purchasing regulations
  • 5.1 Awareness of regulations
  • 5.2 Perceived responsibility for regulating imports
  • 5.3 Primary responsibility for ensuring regulations are followed
  • 5.4 Source of awareness of products allowed to be imported into Canada
  • 5.5 Awareness of consequences when purchasing non-permitted products
• 6. Attitudes to government oversight
  • 6.1 Importance of government oversight
  • 6.2 Confidence in government oversight
• 7. Impact of advertising campaign
  • 7.1 Recall of Government of Canada ads
  • 7.2 Source of recall
  • 7.3 Specific messages recalled
  • 7.4 Action taken as a result of ads
  • 7.5 Attitudes towards advertising
• Appendix A: Questionnaire
• Appendix B: Addendum summary of wave 2
• Appendix C: Data tables – Wave 1
• Appendix D: Data tables – Wave 2

I hereby certify as Senior Officer of EKOS Research Associates Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders. Derek Jansen Vice President EKOS Research

Executive summary

Background and methodology

As a result of the pandemic, e-commerce sales have surged. According to Statistics Canada e-commerce sales for food and beverage increased by 107% from February 2020 to April 2020.¹ This has opened the doors to more items being sold to consumers from home-based businesses that could pose health risks or pose a serious risk to Canadian resources and the economy, notably:

• non-compliant food purchased or traded online and imported or shipped within Canada could be contaminated or misrepresented.
• other goods could be or carry a range of plant pests and diseases or be contaminated with soil.
• animals or animal products could introduce foreign animal diseases into Canada and, in some cases, to humans.

EKOS Research Associates was commissioned by the CFIA to conduct a survey aimed at helping the Agency better understand consumer behaviour around online purchasing of Agency-regulated products – that is, food, plant, and animal products. Specifically, the survey examined online purchase habits, factors driving online purchases, awareness of the risks of purchasing online, familiarity with relevant regulations, attitudes to government oversight, and the impact of advertising.

The contract value was $110,352.18.

Please note respondents were informed that the focus of the survey was the purchase of items from sellers who do not have a retail presence in their home province. The survey does not refer to getting groceries or pet food as curb-side pick-up or delivery from a retail store that has locations in respondents' home province.

Methodology

This survey was conducted online using EKOS' probability-based research panel, Probit. The field dates for this survey were January 26 to February 12, 2021. In total, a random sample of 5,868 Canadians aged 18 and over responded to the survey. The margin of error associated with the total sample is +/- 1.3%, 19 times out of 20.

NOTE: Due to a shift in the launch date for the CFIA e-commerce advertising campaign, the data collection was paused on February 12, 2021 after having completed 5,868 surveys. The data collection was resumed on March 11, 2021 and ran until March 26, 2021 to allow for the advertising campaign to be in-field. Following the pause, 2,221 surveys were completed. This report is on the first 5,868 surveys.

A comparison of the results by wave was conducted by the CFIA. To view a summary of the second wave, consult Appendix B. The margin of error associated with a random sample of 2,221 is +/- 2.1%, 19 times out of 20

Survey findings

Outlined below are key findings from this study. The remainder of this report describes survey results in more detail. Note that these results represent the Canadian population's views on e-commerce relating to Agency-regulated products so generalizing to other methods of shopping should be done with caution, especially given the large differences between online and in-person shopping. Similarly, specific demographics within the Canadian population may differ significantly from the whole when it comes to e-commerce habits and beliefs.

Online purchasing habits

Survey results suggest that the vast majority of Canadians (88%) have made an online purchase in the past year, compared to 12% who have not.

Narrowing the focus, about one-third of Canadians say they have purchased Agency-regulated products (that is, food, plant, or animal products) in the past year. 1 in 5 (21%) say they have bought food, while 1 in 10 purchased plant products (12%) or pet food/animal feed (9%).

Those who purchase Agency-regulated products online appear to do so on an infrequent basis. Among those who purchased Agency-regulated products in the past year, 1 in 3 (35%) did so only once, while about 4 in 10 (37%) did so about every other month. Only 5% purchased these products about once per week, and just 2% did so more than once per week.

Results also suggest that those who purchase Agency-regulated products online do not spend a great deal of money on these products. Among those who have ordered Agency-regulated products in the past year, 8 in 10 spent less than $500 on these products: 4 in 10 (38%) spent less than $100, while a similar proportion (39%) spent between $100 and $500.

Turning to future purchases of food, plant, or animal products, results reveal that most Canadians (63%) say they do not intend to purchase Agency-regulated products in the next year. 1 in 5 (18%) plan to order food products, while 1 in 10 plan to order plant products (12%) or pet food or animal feed (8%).

Factors driving online purchases

Those who have purchased Agency-regulated products online were asked why they chose to purchase via the Internet. Results suggest that Canadians purchase Agency-regulated products online for a variety of reasons. Half of these respondents (51%) indicated that the product they ordered was not available locally. 4 in 10 cited convenience (40%) and a desire to avoid crowds (38%). 3 in 10 mentioned greater selection (32%), closures and reduced hours due to COVID-19 (31%), and lower prices (28%).

Results further suggest that most food, plant, and animal, products purchased online in Canada are intended for personal use and consumption. Fully 77% of those who have placed an online order in the past year say they did not sell or gift the products.

Awareness of high level risks

Results suggest Canadians exercise a great degree of diligence when purchasing products online. Fully 82% of respondents say they check that a product is being sold by a reliable source before ordering. Among these respondents, 7 in 10 (72%) say they buy only from reputable e-commerce platforms. 6 in 10 (61%) read reviews from other customers, while half (50%) use online search tools to scrutinize the seller beforehand.

Despite diligence regarding the product being sold by a reliable source, relatively few Canadians say they take steps to verify the products they purchase online are allowed to be sold in the country (28%). The majority of Canadians (59%) say they do not verify this information.

Results suggest that Canadians are generally familiar with the risks associated with ordering food, plant, or animal products online. About 9 in 10 respondents say they are aware that plant products and live insects/snails may host pests (88%), and that pets priced below average could have costly health problems (87%). A similar proportion (85%) say they understand that food products that cost significantly less than the usual price may be substandard. Three-quarters say they are aware that animal products can carry diseases (78%), or that plant products may not come as advertised and seeds can be difficult to identify (76%).

Familiarity with online purchasing regulations

Survey results suggest that Canadians have relatively low levels of knowledge about the regulations surrounding the importing and interprovincial trade of food, plant, and animal products. Just 1 in 4 (24%) say they are aware of these rules, while two-thirds (67%) are not.

Survey results also reveal a great deal of uncertainty as to who bears responsibility for ensuring all regulations are followed when products are bought or sold online. 1 in 4 (27%) believe the buyer is primarily responsible, while a similar proportion (25%) believe the burden falls on the seller. 1 in 7 say the Canadian government shoulders the responsibility, or that it is the duty of online platform to ensure the transaction is lawful (14% each).

When it comes to seeking out information on which products are allowed to be imported into Canada or shipped to a different province or territory, a majority of respondents (59%) turn to government websites. 4 in 10 (38%) use web search engines, while 3 in 10 (30%) rely on disclaimers and warnings on e-commerce platform websites. 1 in 5 (19%) do not look for information on what products can be shipped to or within Canada.

Attitudes to government oversight

Fully three-quarters of Canadians (75%) say it is very important that the Government of Canada take action to prevent non-permitted food, plant, or animal products from entering Canada. 1 in 5 (20%) rate these measures as somewhat important, and just 3% say such actions are of little importance.

However, Canadians hold only a moderate degree of confidence in the federal government's ability to prevent non-permitted food, plant, and animal products from entering the country. 6 in 10 (62%) say they are somewhat confident in the government's capacity for ensuring these products do not enter Canada. Just 1 in 5 (18%) express a high degree of confidence, while the same proportion (18%) express little confidence in the Government of Canada's ability to keep these products from entering the country.

Impact of CFIA advertising

As mentioned, the timing of the paid advertising campaign began later than anticipated and as such, the Advertising Campaign Evaluation Tool (ACET) questions used in the survey were not able to properly report on the effectiveness of a highly targeted digital campaign paid advertising. It is important to note that there were also multiple other Government of Canada advertising campaigns in-field in March when the bulk of the e-commerce advertising campaign was in-market, all competing for an audience.

The communications campaign started with unpaid social media communications as of November 30, 2020 (Cyber Monday). Paid advertising, in the form of search engine marketing, started February 1, while the remaining advertising, on social media and various programmatic platforms, only started as of March 2 and ran until March 31, 2021. This campaign used the targeting algorithms of various digital advertising platforms to reach the campaign's intended audiences:

• consumers who were in the process of purchasing or at least researching purchasing Agency-regulated products, and
• industry who were in the process of selling or at least researching selling Agency-regulated products.

Questions following the Government standard for advertising communications evaluation tool (ACET) were asked to provide baseline (pre-campaign) measures (results are provided in the report both before and after the CFIA's social media and programmatic ads were in field. These findings are captured in Appendix C and Appendix D.

Those who recalled seeing Government of Canada advertising prior to the launch of the CFIA's targeted social media and programmatic ads were asked, unprompted, to describe what they could remember about the ads. Half (50%) do not remember anything specific. Those who provided a response cited a wide array of messages, and responses did not centre on any 1 theme. 1 in 10 (10%) recall messages encouraging buying products locally. Other recurring responses include food safety (7%) and encouragement to buy online (6%).

Among those 3% who recalled seeing Government of Canada advertising about purchasing Agency-regulated products online, just 1 in 6 (16%) say they acted as a result of the ads. Among this relatively small percentage of respondents who took action, the most commonly cited actions included talking to a friend or family member about the risks of purchasing Agency-regulated products online, and thinking about the risks of ordering these products online.

Those who recalled seeing the advertising also express mixed views on the ads. The majority (59%) feel the ads address an important topic. 4 in 10 agree the ads caught their attention (41%), and that the ads provided new information (41%).

It is worth noting that, since there were no CFIA social media or programmatic ads (for example, visual ads) about Agency-regulated products running when this first wave of respondents was asked about advertising, it is difficult to determine which ads these respondents were recalling. Results of the second wave of respondents (those that were surveyed when the CFIA social media and programmatic ads were in field) are captured in Appendix B.

Conclusions

Survey results indicate that online purchasing has become common in Canada. Fully 88% of Canadians report buying something online in the past year, a figure that rises to 97% among those under 35. However, relatively few Canadians use the Internet to order Agency-regulated products (that is, food, plant, or animal products) from a seller who does not have a retail presence in their home province. Just one-third say they have purchased these types of products online in the past year, and roughly the same proportion say they intend to purchase these products online within the next year. Furthermore, those who do purchase these products online appear to do so on an infrequent basis, with very few respondents indicating they place an order more than once every few months.

Results also reveal that the majority of Canadians say they exercise a great degree of diligence when purchasing products online. Fully 82% of respondents say they check that a product is being sold by a reliable source before ordering. However, despite diligence regarding the product being sold by a reliable source, only 3 in 10 Canadians take steps to verify the products they purchase online are allowed to be sold in the country; the majority of Canadians say they do not verify this information.

Most Canadians say they are aware of the risks associated with ordering Agency-regulated products online: the majority say they are aware that these products can be substandard, and may contain a variety of diseases and pests.

However, the study also found some significant gaps in Canadians' knowledge of the specific regulations surrounding the purchase of Agency-regulated food, plant, and animal products. Just 1 in 4 say they are aware of the regulations surrounding the importing and interprovincial trade of these products. Most Canadians are also unsure which party is responsible for ensuring that regulations are followed when purchasing these products online. Furthermore, one-third are not aware that they can be subject to fines for unwittingly importing restricted products.

Given the risks of purchasing these products online, it is not surprising that Canadians place a great deal of importance on preventing non-permitted food, plant, and animal products from entering the country: 75% say it is very important that the Government of Canada take action to prevent these goods from entering Canada. However, Canadians also hold a limited degree of confidence in the federal government's ability to prevent non-permitted products from entering Canada; most say they are somewhat confident about the government's ability to do this, but few have a high degree of confidence.

Survey results also suggest that the federal government should not expect broad exposure to the general population when using highly targeted campaigns about purchasing Agency-regulated food, plant, or animal products online. In order to assess the effectiveness of such a highly targeted campaign, research should be designed to ensure the targeted audience is represented in larger numbers.

Overall, results suggest that the advertising environment is complex and that there are many advertisers with similar messages which keep consumers informed of high-level risk elements. A targeted campaign with a specific call to action is required to break through and resonate with consumers and sellers. The results of the second wave of research also suggest that it is difficult to assess the effectiveness of a highly targeted advertising campaign through POR aimed at a broad, general audience (for example, all Canadian consumers).

The results of this research will be used to further inform CFIA media communications policy regarding online purchases of Agency-regulated products.

1. Background and methodology

1.1 Background

As a result of the pandemic, e-commerce sales have surged. This has opened the doors to more items being sold to consumers from home-based businesses that could pose health risks or pose a serious risk to Canadian resources and the economy, notably:

• non-compliant food purchased or traded online and imported or shipped within Canada could be contaminated (for example. with chemical residues, or pathogens such as E. coli, salmonella or listeria) or misrepresented (for example, substitution of 1 or more ingredients, adulteration of product without it being identified). Misrepresentation of food can pose a health risk to consumers if a hazardous material is added or, when a food allergen is added to the food product but is not identified on the label. Canada also protects consumers against food labels and ads which may be misleading.
• other goods could be or carry a range of plant pests (such as invasive insects or snails) and diseases (such as oak wilt and potato wart) or be contaminated with soil.
• animals or animal products (including germplasm) could introduce foreign animal diseases (Reportable Terrestrial Animal Diseases, Reportable Aquatic Animal Diseases) into Canada that could pose a risk to the national herd (such as African swine fever and bovine spongiform encephalopathy) and in some cases also to humans (such as rabies or avian influenza).

These risks pose a serious threat to the health and well-being of Canadians, agriculture and forestry industries, the natural environment and the economy.

In the food sector, the CFIA has noted a marked increase in questions related to importing food from home-based businesses. This is likely driven by individuals who have more time available and feel they can supplement their income by selling food products from home. This influx of new businesses will require educational communication to build awareness around the hazards and risks of importing food into Canada and selling it across provincial borders. Home-based businesses may also engage in interprovincial trade of products that may not meet federal requirements.

The objective of this study was to help the CFIA understand consumer behaviour around online purchasing of Agency-regulated products.

1.2 Methodology

This survey was conducted using EKOS' probability-based research panel, Probit. Probit offers extensive coverage of the Canadian population (for example, Internet, phone, cell phone), random recruitment (in other words, participants are recruited randomly; they do not opt themselves into the panel), and equal probability sampling. All panellists are recruited by telephone using random digit dialling and are confirmed by live interviewers. Non-response bias is a possible confound since certain types of people may be more willing to respond to a survey request than others.

The field dates for this survey were January 26 to February 12, 2021. In total, a random sample of 5,868 Canadians aged 18 and over responded to the survey online. The margin of error associated with the total sample is +/- 1.3% points, 19 times out of 20.

The completion results are presented in the following table.

Please note that the margin of error increases when the results are sub-divided (for example, error margins for sub-groups such as region, gender, age, income, and education). All the data have been statistically weighted to ensure the sample's composition reflects that of the actual population of Canada according to census data.

Note: Due to a shift in the launch date for the CFIA e-commerce advertising campaign, the data collection was paused on February 12, 2021 after having completed 5,868 surveys. The data collection was resumed on March 11, 2021 and ran until March 26, 2021 to allow for the advertising campaign to be in-field. Following the pause, 2,221 surveys were completed. This report is on the first 5,868 surveys.

A comparison of the results by wave was conducted by the CFIA. To view a summary of the second wave, consult Appendix B. The margin of error associated with a random sample of 2,221 is +/- 2.1% points, 19 times out of 20

Note that due to rounding, figures may not add up to 100%.

2. Online purchasing habits

2.1 Online purchasing in past year

Results reveal that the vast majority of Canadians have made an online purchase in the past year. Fully 88% of respondents indicate they have bought something online in the past year, compared to 12% who have not.

• The popularity of online shopping declines with age (97% of those under 35 have made an online purchase in the past year, compared to 73% among those aged 65 and over).
• The use of online shopping varies with socioeconomic status; it increase with both income (from 77% among those with an annual household income of $40,000 or less to 96% among those earning $150,000 or more) and educational attainment (from 78% among the high school educated to 93% among university graduates).

2.2 Online purchasing of Agency-regulated products

Narrowing the focus, results reveal that about one-third of Canadians say they have purchased Agency-regulated products (that is, food, plant, or animal products) in the past year. 1 in 5 (21%) say they have bought food, while 1 in 10 have acquired plant products (12%) or pet food/animal feed (9%). 3% have bought animal products online, while 1% have bought live insects or snails. A negligible proportion of respondents say they acquired a live animal from outside the country.

• The incidence of online food, plant, or animal purchases declines with age. 8 in 10 respondents aged 65 and over (79%) say they have not purchased any Agency-regulated products in the past year, compared to 62% of those under the age of 35.

2.3 Frequency of online purchasing of Agency-regulated products

Those who purchase Agency-regulated products online appear to do so on an infrequent basis. Among those who made at least 1 such purchase in the past year, 1 in 3 (35%) did so only once, while about 4 in 10 (37%) did so about every other month. 1 in 7 (15%) estimate they ordered these products once per month, and 6% placed multiple orders per month. Only 5% purchased these products about once per week, and just 2% did so more than once per week.

2.4 Amount spent on Agency-regulated products

Results also suggest that those who purchase Agency-regulated products online do not spend a great deal of money on these products. Among those who have ordered Agency-regulated products in the past year, 8 in 10 spent less than $500 on these products: 4 in 10 (38%) spent less than $100, and a similar proportion (39%) spent between $100 and $500. Only about 1 in 10 spent between $500 and $1,000 (12%) or between $1,000 and $5,000 (7%). Just 2% reported spending $5,000 or more.

2.5 Number of websites visited

Among those who purchased food, plant, or animal products online in the past year, just under half (46%) say they purchased from a single website, while 4 in 10 used 2 to 3 different websites. 8% report spreading their purchases across 4 or 5 websites, and 4% used 6 sites or more.

2.6 Origin of online products

Among those who purchased Agency-regulated products online, just 1 in 5 (20%) report ordering from a local company. Most of the products came from outside the respondents' home provinces. More than 4 in 10 (43%) say these products originated from another province within Canada, and 1 in 4 (23%) received a product from outside Canada. One-quarter (26%) are uncertain as to the origin of the products they ordered.

• Residents of Ontario and Quebec are somewhat more likely to have ordered their products locally (25% in each case, compared to 20% nationally). Residents of Saskatchewan and Manitoba are more likely to have received their products from another province (65%, compared to 43% nationally) or another country (33% versus 23%). Atlantic Canadians and Albertans are also more likely to have ordered from another province (61% and 54%, respectively, compared to 43% nationally).

2.7 Incidence of extra fees on imports

Among those who ordered their products from other countries, one-third (31%) paid fees (for example, tariffs, brokerage fees, or customs or duty fees) on at least 1 of their purchases, while 4 in 10 (40%) did not. 3 in 10 (30%) are unsure.

2.8 Types of products ordered from outside home province/territory

Among those respondents who indicated they had purchased Agency-regulated products from other provinces or territories, 6 in 10 (62%) ordered food products, while 4 in 10 (40%) purchased plant products. 1 in 5 (19%) had ordered animal products.

• Food products made up a comparatively greater share of online orders in Atlantic Canada and British Columbia (75% and 74%, respectively, compared to 62% nationally).
• The likelihood of purchasing food products declines with age (from 72% among those under the age of 35 to 44% among those ages 65 and over). Those ages 65 and up are significantly more likely to have ordered plant products (55%, compared to 40% on average).
• Those with disabilities are significantly more likely to report having ordered animal products (36%, compared to 19% on average).

2.9 Anticipated online purchasing in coming year

Turning to future purchases of food, plant, or animal products, results reveal that most Canadians (63%) say they do not intend to purchase Agency-regulated products in the next year. 1 in 5 (18%) plan to order food products, while 1 in 10 plan to order plant products (12%) or pet food or animal feed (8%). Just 2% intend to order animal products, and 1% have plans for ordering live insects or snails.

• The likelihood of planning future online orders declines with age (77% of those ages 65 and over do not intend to purchase these products online, compared to just 55% of those under 35).
• The incidence of anticipated purchases of these products rises with socioeconomic status. 6 in 10 university graduates (61%) do not intend to place an online order, a figure that rises to 72% among those with a high school education. Similarly, 56% of those with an annual household income of at least $150,000 have no plans to place an online order, compared to 71% of those earning less than $40,000.

3. Factors driving online purchases

3.1 Reasons for ordering Agency-regulated products online

Those who have ordered Agency-regulated products online were asked why they chose to purchase via the Internet. Results suggest that Canadians purchase Agency-regulated products online for a variety of reasons. Half of these respondents (51%) indicated that the product they ordered was not available locally. 4 in 10 cited convenience (40%) and a desire to avoid crowds (38%). 3 in 10 mentioned greater selection (32%), closures and reduced hours due to COVID-19 (31%), and lower prices (28%).

• Regionally, residents of Saskatchewan/Manitoba and British Columbia are more likely to cite a lack of local availability as their main reason for shopping online (61% and 60%, respectively, compared to 51% nationally). Residents of Alberta are more likely to cite lower prices (37%, compared to 28% nationally). Residents of Ontario and Quebec are the most likely to mention pandemic-related closures (39%), while residents of British Columbia and Atlantic Canada are much less likely to cite these restrictions as a reason (14% and 11%, respectively).
• Visible minorities and those with disabilities are more apt to select convenience (54% each, compared to 40% on average), greater selection (49% and 46%, respectively, compared to 32% on average), and lower prices (40% and 36% versus 28%).

3.2 Food, plant or animal product purchased as gift

Results suggest that most food, plant, and animal, products purchased online in Canada are intended for personal use and consumption. Fully 77% of those who have placed an online order in the past year say they did not sell or gift the contents. 1 in 7 (14%) indicated they have sold or given away food products, and 8% have sold or gifted plant products.

• Respondents who identify as Indigenous or disabled are more likely to have sold or gifted the plant products they ordered online (16% in each case, compared to 8% on average).

3.3 Reason for gift of Agency-regulated product

Among those who gifted the products they ordered online, three-quarters (77%) indicated they ordered the product specifically to give as a gift, and only 2% ordered the product specifically to re-sell. 1 in 6 (16%) indicated they had not intended to gift or re-sell the product but did so to rid themselves of an item they did not want.

3.4 Use of e-commerce sites

Among those respondents who sold or gifted items they had ordered online, just 7% sold the product through an e-commerce site such as Amazon, Facebook Marketplace, eBay, or Kijiji. 9 in 10 (92%) did not.

4. Awareness of high level risks

4.1 Verification of reliable sources

Results suggest Canadians exercise a great degree of diligence when purchasing products online. Fully 82% say they check that a product is being sold by a reliable source before ordering, while just 10% do not. 8% did not offer a response.

• Propensity to scrutinize a seller beforehand varies with socioeconomic status. Fully 87% of university graduates say they research a seller before placing an order, compared to 73% of high school graduates. Similarly, the incidence of those who verify the seller is legitimate rises with income (from 74% among those with an annual household income of less than $40,000 to 85% among those with an income of at least $150,000).

4.2 Methods of verification

Those respondents who indicated they verify that a seller is reliable before placing an online order were asked to indicate the steps they take to do so. 7 in 10 (72%) say they buy only from reputable e-commerce platforms. 6 in 10 (61%) read reviews from other customers, while half (50%) use online search tools to scrutinize the seller beforehand. One-third (33%) restrict their shopping to sites recommended by people they know. One-quarter (24%) use PayPal to ensure they can recoup their losses if the transaction turns out to be a scam, while 1 in 5 (19%) say they routinely check with consumer protection agencies. Just 5% contact the seller ahead of time.

• The use of customer reviews, online search tools, and recommendations from colleagues declines with age. For example, 78% of those under the age of 35 say they review feedback from other customers, compared to 42% of those aged 65 and over.
• Restricting one's business to reputable e-commerce platforms is a more common practice among university graduates (76%, compared to 66% of high school gradates) and those with an annual household income of at least $80,000 per year (76%, compared to 64% of those earning less than $40,000).

4.3 Verification of products allowed in Canada

Despite diligence regarding the product being sold by a reliable source, relatively few Canadians say they take steps to verify the products they purchase online are allowed to be sold in the country (28%). The majority of Canadians (59%) say they do not verify this information. 1 in 8 (13%) are unsure.

4.4 Checks on product recalls

Results further reveal that just 1 in 5 Canadians (20%) look into whether the products they purchase online have been recalled for health or safety reasons. 7 in 10 (71%) do not.

4.5 Awareness of potential issues

Results suggest that Canadians are familiar with the risks associated with ordering food, plant, or animal products online. About 9 in 10 say they are aware that plant products and live insects and snails may host pests (88%), and that pets priced below average could have costly health problems (87%). A similar proportion (85%) say they understand that food products that cost significantly less than the usual price may be substandard. Three-quarters say they are aware that animal products can carry diseases (78%), or that plant products may not come as advertised and seeds can be difficult to identify (76%).

4.6 Purchaser issues

Respondents were also asked whether they could recall any news of issues faced by online purchasers of food, plant, or animal products. Just 1 in 7 respondents (15%) say they have recently heard about these issues, while 8 in 10 (79%) have not.

Of those who recall hearing something, 7 in 10 (69%) remember mentions of pet scams or pet import issues, while roughly half recollect discussions of unsolicited seeds being received (54%), or products being sold to consumers that pose health risks (48%). 3 in 10 cited stories of restricted products entering Canada (30%) or food fraud (29%).

• Regionally, residents of Alberta were more likely to mention pet scams or pet import issues (81%, compared to 69% nationally), while residents of Quebec were more apt to cite unsolicited seeds being received (63%, versus 54%).
• Women are more likely to recall pet scams (75%, compared to 61% of men), while men are more likely to cite hazardous products (52%, compared to 44% of women), food fraud (37% versus 24%), and the entry of restricted products into Canada (35% versus 26%).

The inhumane treatment of animals was the most commonly recalled pet import issue/scam.

5. Familiarity with online purchasing regulations

5.1 Awareness of regulations

Results reveal that Canadians have relatively low levels of knowledge of the regulations surrounding importing and the interprovincial trade of food, plant, and animal products. Just 1 in 4 (24%) say they are aware of the rules, while two-thirds (67%) are not. 1 in 10 (10%) did not offer a response.

• Self-rated awareness of these regulations is somewhat higher in Atlantic Canada (33%, compared to 24% nationally), while it is somewhat lower in Quebec (17%).

5.2 Perceived responsibility for regulating imports

Respondents were asked to identify the government departments they believe they would have to check with to ensure they are following all applicable regulations when importing food, plant, and animal products. Just over half (56%) correctly identified the Canadian Food Inspection Agency, while a similar proportion mentioned the Canada Border Services Agency (57%). Half of respondents selected Agriculture and Agri-Food Canada (51%), while 4 in 10 (38%) mentioned their province's agriculture departments. Other common responses include Health Canada (26%), provincial health departments (20%), and the Canadian Wildlife Service (16%). 1 in 5 respondents (18%) indicated they are uncertain.

5.3 Primary responsibility for ensuring regulations are followed

Survey results suggest a great deal of uncertainty as to who bears responsibility for ensuring all regulations are followed when products are bought or sold online. 1 in 4 (27%) believe the buyer is primarily responsible, while a similar proportion (25%) believe the burden falls on the seller. 1 in 7 say the Canadian government shoulders the responsibility, or that it is the duty of online platform to ensure the transaction is lawful (14%). 4% believe the manufacturer is responsible and 1% say the shipping company holds primary responsibility. 1 in 7 (15%) did not provide a response.

• The likelihood of attributing responsibility to the seller declines with age (from 34% among those under 35 to 18% among those aged 65 and over).

5.4 Source of awareness of products allowed to be imported into Canada

Results reveal that most Canadians look to government sources for information on which products are allowed to be imported into Canada or shipped to a different province or territory. A majority of respondents (59%) turn to government websites for this information. 4 in 10 (38%) use web search engines, while 3 in 10 (30%) rely on disclaimers and warnings on e-commerce platform websites. 1 in 5 (18%) say they look for this information by calling a government agency, and 1 in 10 (11%) say they contact government agencies by email. 1 in 5 (19%) do not look for information on what products can be shipped to or within Canada.

• The likelihood of using online sources for obtaining this information – such as government websites, online search engines, and disclaimers on e-commerce sites) – consistently declines with age. In contrast, the popularity of contacting government agencies directly – either by phone or through email – rises progressively with age.

5.5 Awareness of consequences when purchasing non-permitted products

Survey results suggest that many Canadians are not aware of the consequences of importing restricted food, plant, or animal products. 6 in 10 respondents (59%) say they are aware that the purchase of non-permitted products could elicit fines for the buyer; however, a sizeable minority (33%) are not.

6. Attitudes to government oversight

6.1 Importance of government oversight

Results suggest that Canadians place a great deal of importance on preventing non-permitted food, plant, and animal products from entering Canada. Fully three-quarters of respondents (75%) say it is very important (6 or 7 on a 7-point scale) that the Government of Canada take action to prevent these goods from entering Canada. 1 in 5 (20%) rate these measures as somewhat important, and just 3% say such actions are of little importance.

• The perceived importance of measures to prevent restricted food, plant, and animal products from entering Canada rises progressively with age. Just 57% of those under 35 say such actions are very important, a figure that rises to 92% among those ages 65 and up.
• Women place comparatively more importance on preventing non-permitted products from entering Canada (81% say very important, compared to 70% of men).
• Interestingly, university graduates are somewhat less likely to see these measures as a high priority (71%, compared to 80% of high school and college graduates).

6.2 Confidence in government oversight

Results further reveal that Canadians hold only a moderate degree of confidence in the federal government's ability to prevent non-permitted food, plant, and animal products from entering the country. 6 in 10 (62%) say they are somewhat confident in the government's capacity for ensuring these products do not enter Canada. However, just 1 in 5 (18%) express a high degree of confidence, while the same proportion (18%) express little confidence in the Government of Canada's ability to keep these products from entering the country.

• Confidence in the federal government declines with household income. One-quarter (23%) of those with a household income of less than $40,000 are very confident in their government's ability to prevent non-permitted products from entering Canada, a figure that falls to 14% among those earning $150,000 or more.
• Visible minorities and those born outside Canada are comparatively more likely to indicate a higher level of confidence (27% and 26%, respectively, compared to 18% on average).

7. Impact of advertising campaign

7.1 Recall of Government of Canada ads

Not surprisingly survey findings reveal limited recall of Government of Canada advertising specifically about purchasing Agency-regulated products (for example, food, plant, or animal products) online. As mentioned in the methodology section timing for the actual campaign was later than anticipated and the intended audience was not able to see the full campaign.

3% say they have seen this type of advertising over the past few weeks, while 83% have not. 1 in 7 (14%) do not recall whether they have seen a government ad about purchasing Agency-regulated products online.

• Those who identify as visible minorities are somewhat more likely to recall seeing a Government of Canada ad pertaining to purchasing Agency-regulated products online (9%, compared to 3% on average).

7.2 Source of recall

Survey results suggest that exposure to Government of Canada communications regarding purchasing Agency-regulated products via the Internet does occur mostly online. Among those who say they have seen this type of advertising in the past few weeks, about half (47%) saw it on an unspecified Internet website. In some cases there was a false recall, as the campaign did not involve all of the named platforms.

7.3 Specific messages recalled

Those respondents who recall seeing Government of Canada advertising were asked, unprompted, to describe what they could remember about the advertising. Half of these respondents (50%) do not remember anything specific. Those who provided a response cited a wide array of messages, and responses did not centre on any 1 theme. 1 in 10 (10%) recall messages encouraging buying products locally. Other recurring responses include food safety (7%) and encouragement to buy online (6%).

7.4 Action taken as a result of ads

Those respondents who recall seeing Government of Canada advertising about purchasing Agency-regulated products online were asked if they had done something as a result of the advertising. 1 in 6 of these respondents (16%) say they did take some action as a result of the ads, while 8 in 10 (78%) did not. Among the respondents who took action the most commonly cited actions included talking to a friend or family member about the risks of purchasing Agency-regulated products online, and thinking about the risks of ordering these products online.

7.5 Attitudes towards advertising

Those respondents who recall seeing the advertising were presented with 3 statements about the ads, and asked to rate the extent to which they agree or disagree with each one. Results reveal mixed views on the ads. The majority of these respondents (59%) feel the ads address an important topic (compared to 15% who disagree). 4 in 10 agree the ads caught their attention (41%), and a similar proportion say the ads provided new information (41%).

• Women are somewhat more likely to say the ads are attention-catching (51%, compared to 34% of men).

Appendix A: Questionnaire

Welcome/Introduction

Thank-you for participating in this survey. Ekos Research Associates, a Canadian public opinion research company is conducting the survey on behalf of the Government of Canada.

Si vous préférez répondre au sondage en français, veuillez cliquer sur français.

Your participation is optional and your responses will be kept entirely confidential and anonymous. The survey takes 15 minutes to complete. It is being directed by EKOS Research, and is being administered according to the requirements of the Privacy Act. To view our privacy policy, click here.

If you require any technical assistance, please contact online@ekos.com.

Q1

Over the past few weeks, have you seen, read or heard any Government of Canada advertising about purchasing food, plant or animal products online?

Q2 [1,13]

If... Q1 = 1

Where have you seen, read or heard these ads?

Q3 [1,3]

If... Q1 = 1

What do you remember about these ads?

Q4
Yes, Q1

If... Q1 = 1

Did you do anything as a result of seeing/hearing this advertising?

Q5 [1,8]

If... Q1 = 1 and Q4 = 1

Which of the following actions did you take?

Q5AA
Yes, Q1

If... Q1 = 1

Q5AB
Yes, Q1

If... Q1 = 1

Q5AC
Yes, Q1

If... Q1 = 1

Q6

Have you purchased any products online in the last year?

Q7 [1,6]
Yes, Q6

If... Q6 = 1

The following section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

In the last year have you purchased any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products through an on-line site?

Q8
Yes, Q7

If... Q6 = 1 and Q7 = 1-6

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

In the last year, how often did you purchase food, plant or animal products online?

Q9
Yes, Q7

If... Q6 = 1 and Q7 = 1-6

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

In the last year, approximately, how much did you spend on food, plant or animal products purchased online?

Q10
Yes, Q7

If... Q6 = 1 and Q7 = 1-6

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

In the last year, how many different websites did you use to purchase food, plant or animal products online? Websites could be proprietary online stores or exchanges that allow third party sellers. For example, Amazon.ca, Kijiji.ca, Ebay.ca, Canadiantire.ca, Walmart.ca, or specialty online stores.

Q11 [1,2]
Yes, Q7

If... Q6 = 1 and Q7 = 1-6

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

To the best of your knowledge were any of the products shipped directly from a manufacturer/supplier in another province or territory of Canada or in another country?

Q12
Outside Canada, Q11

If... Q6 = 1 and Q7 = 1-6 and Q11 = 2

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

To the best of your knowledge, were you charged any tariffs, brokerage fees, or customs and duty fees on any of the products that were shipped from outside of Canada?

Q13 [1,3]
Yes, Q11

If... Q6 = 1 and Q7 = 1-6 and Q11 = 1,2

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

Which types of products have been purchased from outside your home province/territory?

Q14 [1,9]

If... Q6 = 1 and Q7 = 1-6

This section is intended to capture the purchase of items from sellers who do not have a retail presence in your home province and does not refer to getting groceries or pet food as curbside pick-up or delivery from a retail store that has locations in your home province.

Which of the following reasons best describes why you ordered a food, plant or animal product online?

Q15 [1,6]

Do you intend to purchase any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products through an on-line site in the upcoming year?

Q16 [1,6]
(Yes Q6 and Yes Q7) or Yes Q15

If... (Q6 = 1 and Q7 = 1-6) or Q15 = 1-6

 In the last year have you sold or given as a gift any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products that were purchased through an on-line site?

Q17
Yes Q16

If... ((Q6 = 1 and Q7 = 1-6) or Q15 = 1-6) and Q16 = 1-6

How would you best describe the situation(s) where you sold or gave as a gift a food, plant or animal product? If multiple situations apply, choose the option that best describes the situation where you sold or gave as a gift the most products mentioned in the previous scenario.

Q18
Yes Q16

If... ((Q6 = 1 and Q7 = 1-6) or Q15 = 1-6) and Q16 = 1-6

In the last year, did you ever sell any food, plant or animal products online through an e-commerce site? (For example, Amazon, Facebook Marketplace, Ebay, Kijiji etc.

Q19

Are you aware of the rules and regulations in Canada surrounding importing and the interprovincial trade of food, plant or animal products?

Q20 [1,13]

To the best of your knowledge, when importing food, plant or animal products, which government departments would you need to check with to ensure you are following all necessary laws and regulations?

Q21

To the best of your knowledge who has the most responsibility for ensuring all laws and regulations are followed when products are bought or sold online.

Q22

When purchasing products online, do you check that the product is being sold by a reliable source?

Q23 [1,10]

If... Q22 = 1

How do you check that the product is being sold by a reliable source?

Q24

Do you verify that the product is allowed to be sold in Canada?

Q25

Do you check if the product has been recalled in Canada for health or safety reasons?

Q26A
Are you aware that...?

Food products that cost significantly less than the usual price may be substandard, adulterated, diluted or made with cheaper ingredients than those listed on the label

Q26B

Purebred pets that are priced below average may not come from a reputable breeder and could have costly health problems

Q26C

Meat, eggs and dairy products, or other animal products such as pet food and chews, might carry disease that could impact Canada's farmed and wild animals

Q26D

Plants or plant products received may not be as-advertised and seeds can be difficult to accurately identify

Q26E

Plants, plant products, live insects and snails may be or may host plant pests

Q27

Have you heard anything recently in the news about online purchases of food, plant or animal products which caused problems for the purchasers?

Q28 [1,8]
Yes, Q27

If... Q27 = 1

What have you heard?

Q29 [1,3]

If... Q27 = 1 and Q28 = 1

What issue(s) specifically did you hear about?

Q30

Are you aware that if you purchase non-permitted food, plant or animal products, the product may be destroyed or removed from the country at your expense or you may be subject to fines?

Q31

How important do you think it is that the Government of Canada take action to prevent non-permitted food, plant or animal products from entering Canada?

Q33

How confident are you in the government's ability to prevent non-permitted food, plant or animal products from entering Canada?

Q34 [1,11]

How do you find information on what is allowed to be imported into Canada or shipped to a different province or territory?

Question – Sex

The following questions will be used for statistical purposes only

What is your gender?

Question – Age

In what year were you born?

Question – Education

What is the highest level of schooling that you have completed?

Question – Employment

Which of the following categories best describes your current main activity?

Question – Income

What is your annual household income from all sources before taxes?

Question – Born

Were you born in Canada?

Question – Minority [1,3]

Do you consider yourself to be any of the following?

Question – Province

In which province or territory do you live?

Thanks

This completes the survey. On behalf of the Government of Canada, we thank you for taking the time to share your feedback. It is much appreciated.

Thanks 2
Screened out

Thank you very much for your interest in completing this survey. Unfortunately you are not eligible for this survey.

Appendix B: Addendum summary of wave 2

Second wave: n=2221

Due to a shift in the launch date for the CFIA e-commerce advertising campaign, the data collection was paused on February 12, 2021 after having completed 5,868 surveys. The data collection was resumed on March 11, 2021 and ran until March 26, 2021 to allow for the advertising campaign to be in-field. Following the pause, 2,221 surveys were completed. The following analysis was conducted by the CFIA.

Overall, results suggest that the advertising environment is complex and that there are many advertisers with similar messages which keep consumers informed of high-level risk elements. A targeted campaign with a specific call to action is required to break through the clutter and resonate with consumers and sellers. The results of the second wave of research also suggest that it is difficult to assess the effectiveness of a highly targeted advertising campaign through POR aimed at a broad, general audience (i.e. all Canadian consumers).

Q1- Over the past few weeks, have you seen, read or heard any Government of Canada advertising about purchasing food, plant or animal products online?

• Overall recall of GOC advertising about purchasing food, plant or animal products online increased from 3% to 4% (1% increase)

Q2- Where have you seen, read or heard these ads?

• The number of respondents who recall the ads from Twitter or Snapchat increased (Twitter from 5% to 7% and Facebook 0% to 3%). Television recall also increased (10% to 13%) as well as newspaper (0% to 2%). There was also a small increase from those who report not remembering where they saw the ads (6% to 9%)
• Recall from other channels either stayed the same or decreased slightly. The most notable decrease is Amazon (10% to 2%). Note: no ads were run on this platform.

Q3- What do you remember about these ads?

• In the second wave of the survey, many more respondents recall the topic being "importance of agriculture/farmers, support better conditions" (from 2% to 11%) and "food safety, warnings about products purchased (possibility of contamination, concerns with what you bring into the country/restrictions on what can be imported/purchased overseas" (7% to 14%)
• Fewer respondents report not remembering the topic of the ads (47% to 39%)

Q4- Did you do anything as a result of seeing/hearing this advertising?

• Only 11% of respondents did something as a result of seeing/hearing the advertisement compared to 16% in the first wave
  • In the SK/MB region, the number of people responding "yes" increased from 14% to 25% whereas in the ATL region there was a decrease from 16% to 0%

Q5- Which of the following actions did you take?
** only 8 responses to this Q

• 42% thought about the risks of purchasing food, plant or animal products online (29% in previous wave)
• 11% talked to a friend/family member about the risks (41% in previous wave)
• 23% looked online for more info (17% in previous wave)
• 32% visited the Canada.ca website (17% in previous wave)
• 9% called 1-800 number (0% before)
• 29% did nothing/ignored the ad (5% in previous wave)

Q5aa- These ads catch my attention

• 45% agree in the second wave compared to 41% in the preliminary
  • However, there is also a 1% increase in those who responded disagree/strongly disagree from 21% to 22%, and a slight decrease in those with neutral views.

Q5a- These ads talk about an important topic

• In the second survey wave, there was a decrease in those who agreed/strongly agreed (from 58% to 42%)
  • However, the number of respondents who disagreed/strongly disagreed also decreased from 16% to 11%
  • A larger proportion of respondents selected "neutral" (40%)

Q5ac- These ads provide new information

• More people disagreed in the second wave (20% to 28%)
  • Also, fewer respondents agreed (41% to 33%)

Q6- Have you purchased any products in the last year?

• Second wave shows very similar numbers
  • There is a 1% increase in respondents who have purchased these products in the last year (from 88% to 89%)
    • Similar to the first wave, online purchasing occurred the most in ON, and amongst respondents 54 and younger

Q7- In the last year have you purchased any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products through an on-line site?

• There are no significant changes since the preliminary survey.
  • Canned or non-perishable food items such as spices remains the most purchased item (21%) followed by plants or plant products (11%) and pet food or animal feed (10%). 69% did not purchase any of the listed items.

Q8- In the last year, how often did you purchase food, plant or animal products online?

• Findings were very similar to the first survey
  • There was a slight increase in respondents reporting buying these products online about once a week (5% to 6%), multiple times a month (6% to 8%), and about once a month (15% to 17%).
  • Fewer respondents reported only buying once a year (35% to 28%)

Q9- In the last year, approximately, how much did you spend on food, plant or animal products purchased online?

• Respondents in the second wave report spending slightly more on these products online
  • 34% spent $100 to just under $500 compared to 39% in the preliminary
  • 14% spent $500 to just under $1000, which is a 2% increase
  • 9% spent $1000 to just under $5000, a 2%
    • This change is reflected mostly by Ontario

Q10- In the last year, how many different websites did you use to purchase food, plant or animal products online? Websites could be proprietary online stores or exchanges that allow third party sellers. For example, Amazon.ca, Kijiji.ca.

• In the second wave, more respondents report using 2-3 or 4-5 websites
  • 44% used 2-3 websites, a 4% increase
  • 11% used 4-5 websites, a 3% increase
  • 39% reported only using 1 website, a 7% decrease

Q11- To the best of your knowledge were any of the products shipped directly from a manufacturer/supplier in another province or territory of Canada or in another country

• There was a 2% increase in respondents who had their order shipped from another province in Canada (43%-45%)
• Respondents getting their products outside of Canada and from local companies were consistent with preliminary findings

Q12- To the best of your knowledge, were you charged any tariffs, brokerage fees, or customs and duty fees on any of the products that were shipped from outside of Canada?

• Fewer respondents (25%) report being charged tariffs or other fees than in the preliminary survey, a 6% decrease

Q13- Which types of products have been purchased from outside your home province/territory?

• There was a slight decrease in the number of respondents purchasing food products (62% to 58%) and plant products (40% to 38%)
• A slightly higher percentage of respondents bought animal products (19% to 21%)

Q14- Which of the following reasons best describes why you ordered a food, plant or animal product online?

• A similar proportion of respondents cited the same reasons as what was found in the preliminary survey (product availability, convenience, lower prices online, store closures due to COVID-19)
  • In the second wave, a small number of participants selected additional reasons such as quarantining (2%) or the company only being available online (2%).

Q15- Do you intend to purchase any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products through an on-line site in the upcoming year?

• Overall, results in second wave are very similar
  • 2% decrease in those intending to purchase plant seeds or other plant products (10%)
  • 1% increase in those not intending to purchase any of these products (64%)

Q16- In the last year have you sold or given as a gift any food products, plants including seeds, wood products, live insects, snails, pet food, animal feed, animals or animal products that were purchased through an on-line site?

• Overall, there was a slight decrease 2% in those who have not sold or given any of the listed products as a gift (79%)

Q17- How would you best describe the situation(s) where you sold or gave as a gift a food, plant or animal product? If multiple situations apply, choose the option that best describes the situation where you sold or gave as a gift the most products mentioned in the previous scenario.

• In the second wave, there was a 5% decrease in respondents who specifically bought the product to gift, however, this still remains the most cited reason (72%)

Q18- In the last year, did you ever sell any food, plant or animal products online through an e-commerce site? (E.g. Amazon, Facebook Marketplace, Ebay, Kijiji etc.)

• Only 6% sold these products on an e-commerce platform (a 1% decrease from the preliminary survey)
  • Respondents from Quebec were most likely to have sold these products on an e-commerce platform (15% responding "yes")

Q19- Are you aware of the rules and regulations in Canada surrounding importing and the interprovincial trade of food, plant or animal products?

• Similar to the preliminary survey, a majority of respondents are not familiar with the rules and regulations (68%, a 1% increase)
  • Quebec remains the province with the least awareness (only 16% were familiar)
  • The Atlantic region remains the most aware (32%)

Q20- To the best of your knowledge, when importing food, plant or animal products, which government departments would you need to check with to ensure you are following all necessary laws and regulations?

• There was very little change from the initial survey
  • CBSA, CFIA and AAFC remain the most selected responses
  • 19% remain unsure of which department is responsible (up 1%)

Q21- To the best of your knowledge who has the most responsibility for ensuring all laws and regulations are followed when products are bought or sold online

• Very similar results to preliminary
  • About a quarter of respondents believe the buyer or seller is responsible, 15% do not know

Q22- When purchasing products online, do you check that the product is being sold by a reliable source?

• No changes in results for second wave

Q23 How do you check that the product is being sold by a reliable source?

• Overall, there is very little change in results in the second wave
  • While there is a small decrease in those selecting "other" some respondents in the second wave cite additional methods such as purchasing from businesses that have a physical storefront (1%), purchasing from businesses they have purchased from before or direct from the business rather than third part vendors (1%) and purchasing from local or Canadian vendors (1%)

Q24 Do you verify that the product is allowed to be sold in Canada?

• Very similar results to preliminary
  • 1% increase in those who say they verify the product is allowed to be sold in Canada (29%)

Q25 Do you check if the product has been recalled in Canada for health or safety reasons?

• No significant changes from preliminary survey
  • Majority (70%) do not check, a 1% decrease, however, those responding "Don't Know" increased 2% to 10% and those responding "Yes" stayed the same at only 20%

Q26A Are you aware that food products that cost significantly less than the usual price may be substandard, adulterated, diluted or made with cheaper ingredients than those listed on the label

• Slight decrease (-2%) in awareness of this issue, however, a majority (83%) still report that they are aware

Q26B Are you aware that purebred pets that are priced below average may not come from a reputable breeder and could have costly health problems

• No significant change in results

Q26C Are you aware that meat, eggs and dairy products, or other animal products such as pet food and chews, might carry disease that could impact Canada's farmed and wild animals

• 1% increase in those who responded that they were not aware (77%)

Q26D Are you aware that plants or plant products received may not be as-advertised and seeds can be difficult to accurately identify

• No change in results

Q26E Are you aware that plants, plant products, live insects and snails may be or may host plant pests

• No change in results

Q27 Have you heard anything recently in the news about online purchases of food, plant or animal products which caused problems for the purchasers?

• Slightly more (+2%) respondents had heard news about online purchases of these products causing problems for the purchaser (17% had heard this news compared to 15% in preliminary)
  • Older respondents were again the most likely to have heard this type of news
  • More respondents in Saskatchewan/Manitoba region and the Atlantic region had heard this type of news in the second wave (from 11% to 18% for SK/MB and from 12% to 18% for ATL)

Q28 What have you heard?

• There was a slight decrease in those hearing about pet scams or pet import issues (68% to 65%), food fraud (29% to 24%) and unsolicited seeds (54% to 47%)
• On the other hand, there was a small increase in those hearing about non-compliant/restricted products coming into Canada (30% to 33%) and products being sold to consumers that could pose health risks to Canadian plant and animal resources (45% to 50%)
  • Increase of news about non-compliant products mainly occurred in the BC region while the increase of news about products posing health risks to plants and animals occurred mainly in Saskatchewan/Manitoba

Q29 What issue(s) specifically did you hear about?

• In the second wave, other issues heard in the news mainly included puppy mills or unsafe/inhumane conditions and transportation of pets (25%), unsolicited seeds (21%) and pet scams/fraud or illegal importing of pets (17%)

Q30 Are you aware that if you purchase non-permitted food, plant or animal products, the product may be destroyed or removed from the country at your expense, or you may be subject to fines?

• Slight decrease (-2%) in awareness of potential fines in second wave respondents, however a majority (57%) is aware of these fines
  • 34% not aware and 9% don't know

Q31 How important do you think it is that the Government of Canada take action to prevent non-permitted food, plant or animal products from entering Canada?

• Results are consistent with preliminary findings, with a majority (75%) reporting high importance and only 3% reporting low importance

Q33 How confident are you in the government's ability to prevent non-permitted food, plant or animal products from entering Canada?

• Results are consistent with preliminary findings with a majority (61%) being somewhat confident
  • Confidence in Quebec has increased 5% with 26% of the Province reporting high confidence
  • Alberta shows slightly decreased confidence and continues to be the least confident in the government's ability with 25% of the province reporting low confidence

Q34 How do you find information on what is allowed to be imported into Canada or shipped to a different province or territory?

• There is a 3% increase in respondents who report not looking for information on what is allowed to be imported within Canada or not buying online (20%)
• There is also a 7% decrease in those who consult government websites for this information (53%)

Appendix C: Data tables – Wave 1