Swiss made vs. Made in Germany — Kaufentscheidung nach Herkunftsland

Sustainability and country-of-origin

“…The indication of Swiss origin (called Swissness) is associated with a high level of product quality within Switzerland and abroad (Reinecke et al, 2009). In Switzerland, the country-of-origin (COO) is comparable to a brand, and the use of the terms "Swiss Made" and "Made in Switzerland" is regulated by the government.…”

“…In view of the massive amount of information on products and product choices, it is sometimes difficult for consumers to filter the relevant information and decide upon a product. The wealth of information and options can sometimes overstrain them (Reinecke et al, 2009). Therefore, they might prefer to rely on the COO or country-of-production (COP) as their (only) assessment and decision criterion (Gürhan-Canli and Maheswaran, 2000).…”

“…Therefore, they might prefer to rely on the COO or country-of-production (COP) as their (only) assessment and decision criterion (Gürhan-Canli and Maheswaran, 2000). Hence, the COO and COP can affect the decision making and product assessment processes (Reinecke et al, 2009). Accordingly, consumers care about where their food comes from (Guerrero et al, 2009) and perceive products from their own country more positively than persons who do not live in their country (Bruhn et al, 2012;Reinecke et al, 2009).…”

“…Hence, the COO and COP can affect the decision making and product assessment processes (Reinecke et al, 2009). Accordingly, consumers care about where their food comes from (Guerrero et al, 2009) and perceive products from their own country more positively than persons who do not live in their country (Bruhn et al, 2012;Reinecke et al, 2009). Among the reasons behind the more positive view of domestic products are (an assumed) better knowledge concerning the production conditions (Götze et al, 2016;Van Loo et al, 2014), patriotism, national pride and attachment to one's home region, culture and traditions (Guéguen and Jacob, 2012;Reinecke et al, 2009;Wang and Wu, 2016).…”

“…According to Reinecke et al (2009), who surveyed more than 45,000 consumers in 66 countries, Swiss products are perceived very positively in Switzerland and abroad. Swiss-made products are associated with exclusiveness, tradition and quality (Bernhard, 2014).…”