The Impact of Country of Origin on U.S. Consumer Intentions

Abstract

The country of origin (COO) effect plays a crucial role in consumer decision-making, particularly in a globalized marketplace where it acts as a heuristic influencing perceptions of product quality, brand image, and trust. This study examines the impact of COO on U.S. consumers' purchase intentions, with a specific focus on Turkish origin products and broader COO related dynamics. Using data from 255 U.S. based participants, the research explores COO's function as a cognitive cue shaping consumer evaluations across product categories. Key demographic factors, including education level and duration of residence in the U.S., are analyzed to provide a nuanced understanding of COO’s influence. The findings reveal COO's dual impact: shaping perceptions of Turkish products while also uncovering broader patterns in how COO influences consumer attitudes and purchase decisions. Country image emerges as the strongest predictor of purchase intention, followed by COO perception and Türkiye specific associations. In contrast, product specific attributes like quality and value show limited direct effects, emphasizing the dominance of macro-level perceptions in global consumer behavior. This study provides actionable insights for marketers seeking to leverage COO effectively in positioning strategies. It also contributes to the literature on international trade by offering a detailed analysis of the interplay between COO and consumer behavior, particularly in the context of emerging markets like Türkiye.