An exploration of US-made clothing in China

Purpose The purpose of this paper is to examine Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing; to explore the role of brand in the relationship between country of origin (COO) and consumer perception and purchase intention; and to investigate whether China is a potential market for US-made clothing. Design/methodology/approach A survey was conducted among college students in three cities in China. A 2×3 within-subjects design with two countries and three brands was performed. Findings For Chinese consumers, country equity of China is significantly higher than the USA. However, Chinese consumers hold significantly higher perceived quality and perceived price of product for US-made clothing for all American brands. Chinese consumers have significantly higher purchase intention for US-made clothing for popular American brands with average price points. Research limitations/implications Further research could sample different groups which are better representative of the whole population. Different COOs and industrial sectors will be worth of studying. Future research also needs to quantify the potential price increase. Practical implications The conclusions can be applied to business practices by American companies identifying their brand category before developing effective sourcing strategies. Social implications This study sheds light on policy making by bringing a new approach to position US-made products in China and address the trade imbalance between the two countries. Originality/value This study deeply examines how different brands affect Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing.