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“Made in Jordan”: Are consumers buying it?

The “Made in Jordan” campaign has been trying to instill a sense of pride in locally produced goods with the long-term goals of boosting industry and decreasing unemployment.
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Raneem Nasser, a housewife, is reluctant to purchase Jordanian-manufactured products. “Foreign ones last a longer time,” she told Al-Monitor while shopping for household goods at SmartBuy in downtown Amman. Nasser is far from being the only member of her generation who prefers foreign appliances to household hardware made in Jordan, but an ambitious campaign aimed at younger generations hopes to counter this attitude and instill pride in locally produced goods.

Musa al-Saket, a board member of the Amman Chamber of Industry, told Al-Monitor that the lack of confidence in Jordanian-made products and the general assumption that foreign goods are of better quality dates to the opening of the Jordanian market to imports in the 2000s.

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