“Made in the USA” Resonates in China

More than 80 percent of U.S. consumers are willing to pay more for products labeled “Made in USA” than for those labeled “Made in China.” About one in five would pay a 10 percent price premium for U.S.-made products. Quality is a factor, but respondents also buy American to keep jobs from going overseas. The survey covered a range of product categories, including baby products, appliances, electronics, and apparel.

Our survey also found that more than 60 percent of Chinese consumers are willing to pay more for U.S.-made products than for those made in China. The brand has less appeal in Europe, however. Sixty-five percent of German and French consumers would pay more for products made in their own country than for those made in the U.S.

When it comes to buying American, plenty of consumers put their money where their mouths are. More than half of the U.S. and Chinese consumers we surveyed had chosen U.S.-made products over less expensive Chinese goods at least once in the past month. As U.S. manufacturing continues to become more cost competitive, such preferences provide another compelling reason why more products should be made in America—again.