Research from the European Central Bank shows that due to the trade war initiated by USA President Donald Trump, European consumers are preparing to proactively reduce their purchases of American products and services. On April 30, the European Central Bank stated in a blog post that in a recent survey, when asked how to respond to varying levels of tariffs and the EU's retaliatory measures, respondents expressed that they were 'very willing' to seek non-American alternatives. Researchers even found that these views were largely unrelated to price, which is typically considered the main driving factor behind behavioral changes under trade tariffs.