What question did this study set out to answer?

This research aims to explore how U.S. tariffs affect Chinese consumers' attitudes and brand-switching behavior.

February 22, 2026SAGE OpenOpen Access

National Interest versus Global Brands: The Impact of Tariff on Brand Switching Behavior

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Examines how tariffs influence brand switching behavior in Chinese consumers, suggesting shifts toward domestic products.

This research aims to explore how U.S. tariffs affect Chinese consumers' attitudes and brand-switching behavior.
Utilized a structured survey to gather data from Chinese consumers.
Employed confirmatory factor analysis and structural equation modeling to assess relationships.
Tested reliability and validity of constructs involved in the study.
Conducted path analysis to evaluate influences on consumer behavior.
Knowledge of tariffs significantly influenced ethnocentric attitudes but not feelings toward Chinese goods.
Media exposure and fairness perceptions were strong factors in shaping ethnocentrism and attitudes.
Consumer ethnocentrism and positive attitudes toward domestic products were strong predictors of brand switching.
Tariff pressures led to increased nationalism and brand loyalty among consumers.

Jiang et al. (2026) studied this question.

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