While an interest in product origin and the technology that “powers” product performance remain key factors in consumer purchasing decision-making these days, the overall level of interest in where something is made has not wavered significantly in recent years, according to our latest consumer survey. It is slightly more important when origin is specified as Made in America, and shopper willingness to pay more for a Made in America product has also ticked up. Product origin plays a bigger role in apparel than footwear with only 38 percent of 2020 survey takers stating “I have not looked” for Made in USA clothing in the past year; that number rises to 58 percent for footwear. Sustainability is giving product origin a run for its money, with “Made Responsibly” ranked number one in purchasing decision- making.
The survey, conducted by MESH01, included 401 respondents, men and women, with an average age of 35 years old.