Globally-Sourced or American-Made Apparel: Post-election Consumers' Preferences

Abstract

<p>With a year-long presidential campaign focused on 'Make America Great Again', there was a huge emphasis on increasing the domestic manufacturing and employment opportunities (Flurry, 2016). With the given background and current scenario, the purpose of the present study was to survey consumers and seek their opinion and preferences on various aspects related to apparel manufacturing (e.g., country of origin, willingness to pay, fair labor). An online survey was used to collect data from U.S. nationals which resulted in 72 useable responses based on questions asking about consumers' awareness and preferences on apparel manufacturing locations, country of origin, apparel made in America, willingness to pay for "Made in America" apparel, and fair labor practices. Out of the total number of respondents who answered, 39% (sometimes), 33% (rarely), and 22% (never) look at the apparel label for country of origin information while making a purchase. The opportunity for American-made apparel looks positive.</p>