Does a ‘Made in China’ Label Make People Show Less Care For Products?

Country-of-origin labels have been found to affect product evaluations and purchase intentions, but do they also impact how consumers use products? We show that negatively perceived country-of-origin labels such as ‘Made in China’ reduce how much care consumers (intend to) show for products, because consumers value Chinese-made products less.


Evelynn Devos, Mario Pandelaere, and Anneleen Van Kerckhove (2021) ,"Does a ‘Made in China’ Label Make People Show Less Care For Products?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 188-189.


Evelynn Devos, Ghent University
Mario Pandelaere, Virginia Tech
Anneleen Van Kerckhove, Ghent University


NA - Advances in Consumer Research Volume 49 | 2021

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