“…Researchers have also documented the choice of purchasing counterfeit goods in relation to the evaluation of product attributes, such as brand and logo (Gentry et al, 2001;Hoe et al, 2003). Many researchers have investigated consumer ethical decision making related to demographic characteristics, including age, gender, cultural background, and religiosity (Callen and Ownbey, 2003;Cheung and Prendergast, 2006;Fisher et al, 2002;Shen and Dickson, 2001;Swaidan et al, 2003Swaidan et al, , 2006Van Kenhove et al, 2003;Vitell and Paolillo, 2003). Of particular relevance to this study, previous research suggests that younger consumers are more likely than older consumers to engage in unethical behavior such as the purchasing of counterfeit goods (Callen and Ownbey, 2003;Cheung and Prendergast, 2006).…”