Reshoring & consumer animosity: An analysis on market responses

Reshoring is the company's voluntary decision to partially or entirely relocate its activities back to the home country. However, little has been written regarding the power exercised by consumer animosity on reshoring decisions. This thesis analyzes the influence of the consumer animosity towards a certain foreign country on its willingness to buy the products of a company that decides to leave the foreign country and relocate its activities back home. To this aim, this research proposes and empirically tests the impact of consumer animosity, together with consumer attitude, on the consumer's intention to buy the reshoring company's products. We posit that consumers' willingness to buy is differently affected depending on which country the company relocate its activities from.