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10 Oct 2024 23:44

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To trust or not to trust – Consumers trust German products the most, Chinese ones the least

From the artisanal workshops of Italy to the high-tech factories of China, the world is a vast marketplace. In this article, we’re exploring whether consumers’ trust in brands and products vary depending on their source of origin.

A recent YouGov survey asked consumers across 17 international markets about their level of trust in brands/products from different regions. Survey results shows that nearly half of all consumers across markets say they trust brands/products from Germany a lot (48%), followed by Japan (45%) and the United Kingdom (36%) – mirroring data from a 2021 YouGov Survey on the same topic.

Safe to say, legacy brands that trace their origins to these regions (read: Volkswagen, Bosch or Puma from Germany, Honda, Sony or Asahi from Japan, Marks & Spencer, Philips or Guinness from the UK, to name a few) contribute to positive trust levels from consumers.

As for regions whose brands/products consumers trust a little bit, the US leads (48%), followed by France (46%) and the UK (45%).

Consumers across markets are most likely to cite China (44%), followed by India (39%) when asked about regions whose brands/products they do not trust at all.

Exploring consumer distrust towards brands/products by market

India

Hong Kongers (61%) are the most likely across markets to say they do not trust brands/products from India. Spanish (56%) and French (55%) follow Hong Kongers. More than a third of Brits (35%) do not trust Indian brands/products as well.

Further, 3% of Indians do not trust brands/products from their home ground.

China

Indians (62%) lead across markets in saying they distrust Chinese products and brands, followed by the French (60%). Similar proportions of Americans (47%) and Brits (46%) share this opinion.

On the other hand, Indonesians are the least likely across markets (15%) to say they distrust Chinese brands/products.

United Kingdom

Consumers in France (13%) and Germany (13%) are the most likely to express distrust in brands/products originating from the UK. In Asia, Hong Kongers (7%) and Indians (7%) say the same.

As for Brits, 4% of them do not trust UK’s brands/products.

United States of America

French lead yet again, with 21% saying they do not trust brands/products from the US, followed by Hong Kongers (16%), Germans (15%), Spanish (14%) and Britons (14%). Although the least likely to across markets, 4% of Americans do not trust brands/products native to the US.

Japan

French (20%), Germans (15%) and Hong Kongers (13%) are the top three groups of respondents across markets to distrust Japanese products and brands the most. Indonesians (1%) and Singaporeans (2%) are least likely to.

Germany

Similar proportions of Poles (9%) and French (8%) say they have no trust in brands/products from Germany. In Asia, Indians (5%) take the lead while a similar proportion of Germans themselves (4%) do not trust German products.

France

Consumers in the UAE (12%), Poland (11%) and Spain (10%) distrust French brands/products the most, while Danes (3%) are least likely to – a single point lead over the proportion of French consumers (4%) who don’t trust brands/products from their homeland.

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