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The Rural Consumer: Attitudes Toward Imports

Division of Textiles, Apparel, and Interior Design, University of Illinois, Urbana, IL 61801

Sara U. Douglas

Division of Textiles, Apparel, and Interior Design, University of Illinois, Urbana, IL 61801

A national probability sample of rural and non-rural consumers is compared in relationship to their attitudes toward imports. Results of analysis of variance tests and Scheffé post-hoc comparisons revealed that rural consumers were more likely than non-rural consumers to have negative attitudes toward imported products and positive attitudes toward U.S.-made products. Theoretical implications in terms of value theory are discussed, as well as suggestions for ways in which retailers who sell to rural consumers can incorporate these findings into their strategic plans.

Family and Consumer Sciences Research Journal, Vol. 17, No. 4, 330-336 (1989)
DOI: 10.1177/1077727X8901700406


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