Chinese consumers are souring on American products amid a bruising trade war.

As the two countries continue to negotiate a potential truce on tariffs, a new survey finds that 56% of Chinese consumers have boycotted an American product "to show support for China."

The survey of 1,000 Chinese consumers and 1,000 American consumers was conducted by the Brunswick Group, a global communications firm. Some 68% of Chinese consumers say their opinion of American companies has worsened because of the trade war.

The U.S. and China have implemented multiple rounds of increased tariffs on each other's goods since President Donald Trump took office and threatened to take action against China.

Tariff hikes typically increase the cost of goods for consumers and drag corporate profits while providing an incentive for manufacturers to relocate production to unaffected countries.

The attitude of American consumers toward Chinese companies is also deteriorating. According to the survey, 41% of American consumers have a favorable opinion of Chinese companies, down from 47% in October.

And 44% trust Chinese companies to do what is right, down from 56% in October.

Who gets hurt by China's tariffs?:Farmers, chemical makers and others

Who gets hurt by America's tariffs?:Oxygen, raincoats, baseball gloves

In China, 75% of consumers say they've noticed price increases on household goods since the tariff hikes, while 60% of American consumers say they've noticed.

Despite increased wariness toward each other, a solid majority of American and Chinese citizens support bilateral trade, with 70% of each group saying they benefit from the relationship.

About two-thirds of each group expects a trade agreement to be reached within a year.

Follow USA TODAY reporter Nathan Bomey on Twitter @NathanBomey.