Imported Versus U.S.‐Produced Apparel: Consumer Views and Buying Patterns

In the current controversy over limitation of imported apparel products into the U.S., con sumers have had little opportunity to be heard. This study sought to determine consumers' views of imported versus U.S.‐produced apparel, to determine the product qualities which influence the consumer to buy one over the other and to examine consumer views toward imported apparel in relation to various purchasing practices and demographic variables. A structured telephone interview schedule was used by trained callers in a survey of 408 con sumers chosen randomly from telephone directories in 10 selected areas of the Eastern U.S. In general, consumers did not appear indifferent or apathetic to the issue of whether the apparel they buy has been produced in the U.S. or another country. A majority of the consumers took notice of whether clothing was imported and preferred to have domestically produced apparel, primarily because they perceived garments produced in other countries as being of poorer quality. A summary of the relationships between consumers' views toward imported apparel and some of the demographic variables and purchasing practices of the respondents indicated that in many ways concern over imported apparel appears to be a middle‐socioeconomic class phenomenon.