The Role of Country-of-Origin Perceptions in Times of Geopolitical Conflict

In an era where global trade intertwines with political dynamics, the perception of a product's country of origin (COO) is more than a mere label. It embodies national identity, political sentiment, and consumer values. This was notably evident during the Trump-era trade conflicts, where Canadian consumers' views on "Made in USA" products shifted dramatically. What began as a dispute over tariffs quickly evolved into a broader conversation about patriotism, consumer ethics, and the meaning behind the brands we support.

This article examines how geopolitical tensions can reshape consumer perceptions of country-of-origin (COO) and influence purchasing behaviour. Using the Canadian consumer response as a case study, it explores how American products, once prized for their quality, became symbolic targets during a moment of political strain. Drawing on consumer behaviour research, this article considers the implications of these shifts for global marketers, brands, and businesses navigating politicised marketplaces.