4/5/2013
Three-quarters of U.S. adults feel it’s important or very important to “buy American” when shopping for major appliances, according to Harris Interactive. Consumers are less likely to consider it important to purchase only U.S.-made products when shopping for gifts or jewelry, but more than half still feel it’s important. Boomers and older adults are more likely than Gen Xers or millennials to consider buying U.S.-made products important, and women are more likely than men to feel this way. Rural residents are more likely than residents of urban or suburban areas to consider it important to buy American products in most categories.
Most U.S. consumers define “American” products as those manufactured within the U.S. (75%), although more than half (52%) consider a product American as long as it’s made by a U.S.-based company. Almost half (47%) say a product must be made from parts produced in the U.S. in order to be considered American.
Consumers’ top reasons for wanting to buy American are to keep jobs in the U.S. and to support U.S. companies, though concerns about the safety and quality of products made elsewhere are also on consumers’ radar.
Auto manufacturers Ford and General Motors/Chevrolet are perceived as being the “most American” companies. McDonald’s, Coca-Cola, and Walmart are also in the top five.
Source: Harris Poll #13, March 2013, Harris Interactive, Mike de Vere, president of the Harris poll, 60 Corporate Woods, Rochester, NY 14623; 585-214-7412; info@harrisinteractive.com; www.harrisinteractive.com.
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