Consumer Behavior

Made in the USA and the Pandemic

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Abstract

The Made in the USA phenomenon in apparel and other industries emerged partially from the rise of consumer ethnocentrism and global events (like the Global Recession and coronavirus pandemic). The purpose of this study was to investigate antecedents of Purchase Intention of Made in the USA Apparel from a consumer perspective. Data were collected in late 2019/early 2020 and again in March 2022. Pre-pandemic, there was a significant positive relationship between Purchase Intention of Made in the USA Apparel and (1) Attitude, (2) Perceived Behavioral Control (perceived access) and (3) Consumer Ethnocentrism. In March 2022, only Attitude toward Made in the USA apparel had a significant positive relationship. Perhaps people in March 2022 felt they had more access to purchase Made in the USA apparel and less ethnocentrism since the entire world experienced the pandemic together. Companies can leverage marketing to create positive Attitudes toward Made in the USA  Apparel.

Keywords: Made in USA, COVID-19, Apparel, Purchase Intention

How to Cite:

Lin, X., Moore, M. E. & Rothenberg, L., (2022) “Made in the USA and the Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15975