“…For example, prior studies demonstrate that factors such as integrity (Eisend et al, 2017; Phau & Teah, 2009), materialism (Bhatia, 2018; Yoo & Lee, 2009), perceived quality (De Matos et al, 2007), smart shopper self‐perception (Eisend et al, 2017), subjective norms (Ngo et al, 2020; Thaichon & Quach, 2016), and value consciousness (Randhawa et al, 2015; Ting et al, 2016) may influence attitude toward counterfeit purchase. However, even though extant research has focused on counterfeit purchase behavior, it generally lacks inclusiveness, as conceptualizations of attitude toward counterfeits are usually limited to a few determinants (Viot et al, 2014). Moreover, some studies find that integrity (Ting et al, 2016; F. Wang et al, 2005), materialism (Wee et al, 1995), price–quality inference (Abdullah & Yu, 2019; Huang et al, 2004; and subjective norms (Francis et al, 2015) do not affect attitude toward counterfeit products.…”