Skip to Content Skip to Footer
How Brands Can Leverage the ‘Buy American’ Movement

How Brands Can Leverage the 'Buy American' Movement

Vikas Mittal

According to a 2015 Consumer Reports survey, nearly 80% of consumers say they would rather buy an American-made product than an imported one, and 60% are willing to pay 10% more for it.

In his 2017 inaugural address, President Donald Trump vowed to “follow two simple rules: buy American, and hire American.” Organizations such as the Buy American Movement—which was founded on the premise of promoting American-made goods and services—are also gaining popularity.

Advertisement

But buying American is not just a matter of price and quality. Decades of research has identified four drivers of country-based branding: country branding, country animosity, consumer ethnocentrism and local identity. How can brand managers leverage these drivers to build on the “Buy American” movement? 

Advertisement

Want to view this content?

Vikas Mittal, Ph.D., is a member of the faculty at the Jones Graduate School of Business at Rice University in Houston, Texas.