Abstract. In this paper I studied the meanings of made in Romania concept among the Romanian consumers. The methodology required that respondents were interviewed about their attitudes. The results show that made in Romania has a negative connotation, and that made in Germany and made in USA are better appreciated. Still, made in Romania has obtained a better score than made in China. There are perspectives for the improvement of the meanings of made in Romania, the intentions of respondents being a guarantee. The people working in Romania obtained a better score than the results of their work, a warranty for future improvements of made in Romania appreciation.

Keywords: made in Romania; country of origin effect; consumer behavior.