Purpose The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the relationship of object and social psychological stimuli with utilitarian and hedonic attitude and intentions to purchase counterfeit apparel products. Design/methodology/approach The authors collected data from 331 systematically selected university students of the age bracket (18–30) years from Punjab, Pakistan (MLE) via self-administrated questionnaire. Structural equation modeling (SEM) with maximum likelihood estimation via AMOS 23 was used for data analysis. Findings The modified S-O-R model explained significant variance in counterfeit purchase intentions. Hedonic attitude proved to be a strong predictor of counterfeit apparel purchase intentions as compared to utilitarian attitude. All attributes of counterfeit apparel products proved to be the significant positive predictors of hedonic and utilitarian attitude except information susceptibility, which did not predict utilitarian attitude. Research limitations/implications Data were collected from university students of the age bracket (18–30) years and apparel products were taken as a product category. Practical implications The retailers and manufacturers of original brands should emphasize humiliation and embarrassment that a consumer may have to face because of counterfeit purchasing. They can also educate consumers on the negative impacts of the counterfeit products not only on consumers but also on the economy as a whole. Originality/value S-O-R model was adapted to provide strong theoretical underpinnings to understand counterfeit consumption behavior. This study also incorporated two dimensions of attitude in counterfeit product consumption behavior and analyzed their relative influence on purchase intentions.

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