A new survey conducted by InFact for Nettavisen reveals that 47% of Norwegians have reduced their purchases of American products as a direct consequence of Donald Trump’s presidency. Only 4% report buying more, while approximately 40% say their shopping habits remain unchanged.
The findings indicate that Trump’s political image is affecting international consumer behaviour, particularly among Norwegian shoppers. “The results suggest that Norwegians’ views of Trump strongly influence consumption choices, particularly in a negative direction,” said InFact senior adviser Vegard Jarness.
Age and party preference shape the response
The boycott trend is most pronounced among individuals aged 45 to 64, with 55% stating they now buy fewer US-made goods. By contrast, only about 30% of Norwegians aged 18 to 20 report a similar shift.
According to Jarness, the data reflects a broader connection between political disagreement, value-based conflicts and heightened consumer awareness. “Younger respondents are generally less influenced by political factors in their consumption, while older groups are more likely to change their behaviour,” he explained.
Political affiliation also plays a role. Among Centre Party (Senterpartiet) voters, 70.8% say they have reduced their purchases of American goods, while 58.4% of Labour Party (Arbeiderpartiet) supporters report the same. In contrast, only 24.3% of Progress Party (Fremskrittspartiet) voters have done so, with 9.9% indicating they now buy more.
Limits and symbolic gestures
Despite these trends, economists caution against overestimating the practical impact of such boycotts. Frode Steen, economics professor at the Norwegian School of Economics (Norges Handelshøyskole), noted that US products are deeply embedded in global consumer markets. “A full boycott of American goods is nearly impossible. Many of the systems we rely on are American-made, including computer software and streaming services,” Steen told Nettavisen.
However, Steen acknowledged that targeted boycotts of high-profile brands with direct links to controversial figures might be more feasible. “Tesla is a good example. There are alternative products available, and a clear association between the owner and specific behaviours.”
A sign of politicised consumption
The survey reflects a broader trend toward politicised consumption in Europe and beyond, where consumer choices increasingly mirror political identities and ethical concerns. According to InFact, the results support earlier research showing a clear correlation between political attitudes and lifestyle decisions.
Conducted on 3 June 2025, the survey polled 1,076 adults across Norway. The margin of error ranges between 1.0 and 2.9 percentage points.
