Consumer Responses to Reshoring Strategies

What is it about?

This research provides insights into the nature of consumer reactions to corporate reshoring. The impact of reshoring decisions on consumer willingness to buy and willingness to pay for the products of companies implementing reshoring decisions is tested.

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Why is it important?

Three studies are conducted: Study 1 analyzes the processes underlying consumer reactions to reshoring from a moral psychology perspective, showing the mediating role of moral emotions (i.e., gratitude and righteous anger). Study 2 shows the role of consumer attribution inferences of company motives for reshoring, and ethnocentrism dispositions of consumers, highlighting boundary conditions of proposed moderating mechanisms. Study 3 tests the model in the context of an actual reshoring case.