US EditionEuro consumers happy to ditch US products if hit by tariffs, study finds
- The European Central Bank surveyed 19,000 consumers in March 2025 about their willingness to switch from US products under tariffs in Europe.
- The survey followed US President Trump’s imposition of a 10% tariff on EU goods amid a trade dispute, with tariffs ranging from 5% to 20% considered in the questionnaire.
- Findings indicated a median substitution score of 80 out of 100, reflecting a robust readiness among respondents to choose non-US products regardless of tariff levels or price hikes.
- Around 44% of consumers cited preference as the main motivation to switch, surpassing the 38% who pointed to prices, with only 9% reporting a lack of alternatives as a barrier.
- These findings suggest a significant and possibly lasting shift in European consumer habits away from US products that could deviate from typical price-driven responses to trade tariffs.
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CHRONIQUE. According to a study by the European Central Bank, consumers in the Old Continent are "very eager to buy alternatives to American products or services." A new phenomenon, Isabelle Chaperon, economic journalist at the "World".
Trump's tariffs could spell a long-term shift in how Europeans buy American products
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European boycotts of US goods gather pace
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Eurozone consumers happy to ditch US products if hit by tariffs, study finds
FRANKFURT: Eurozone consumers are happy to ditch US products if they are hit by tariffs in the course of a tit-for-tat trade war with US President Donald Trump's administration, a European Central Bank survey showed. © New Straits Times Press (M) Bhd
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