Discourses on the roots and resilience of climate misinformation: perspectives from the Canadian agri-food sector

The study identifies three distinct perspectives: “Ideology Over Evidence,” “The Literacy Gap,” and “The Platform Problem.” Together, they show that climate misinformation cannot be addressed through fact-checking alone. Political and identity-based beliefs, gaps in critical and media literacy, and the ways digital platforms amplify misleading information all contribute to the problem. The study highlights the importance of trusted local messengers, stronger media and climate literacy, capable extension and advisory services, and greater accountability in digital and AI-based information platforms. Across the three perspectives, a common concern emerged: misinformation can weaken trust in science and institutions, making evidence-based climate adaptation in agriculture more difficult.