Consumer Perceptions of Domestic Manufacturing


To provide an overview of the perceptions/opinions U.S. consumers have of domestic manufacturing, excluding opinions on working in the industry.

Early Findings

  • A 2019 survey found that 95% of respondents believe manufacturing is important to the U.S. economy.
  • In addition, 87% of respondents believe that a strong manufacturing sector in the U.S. is at minimum somewhat important to national security.
  • In terms of purchasing behavior, 62% reported they prefer to buy products made in the U.S. and 55% reported that they perceive these products as higher quality than those made elsewhere.
  • The preference for U.S.-manufactured products is highest among the oldest Americans with 89% of adults over age 65 and 85% of adults between the ages of 50 and 64 preferring these products. By contrast, 59% of those ages 18 to 34 have a preference for American-made products.
  • However, consumers only value U.S. manufacturing as long as it doesn't increase the price of a product by too much. For 37% of Americans, an increase in price for American-made goods discourages them from buying such products while 26% are willing to spend up to 5% more and 21% of are willing to spend up to 10% more for American-made.
  • Some reasons American prefer good manufactured in the U.S. include avoiding supporting countries they believe are anti-American, a preference for familiarity, and valuing quality.
  • Wishing to support American jobs is another reason people support domestic manufacturing and buy products made in the U.S.

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