Consumer perceptions of counterfeit clothing and apparel products attributes

Abstract

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.

Modelling the predictors of young consumers' sustainable consumption intention

“…Further, consumer ASC was found to positively predict SCI (H2, ß = .34). These findings complement previous findings on sustainable consumption (Moon et al, ; Yadav & Pathak, .). This finding implies that an individual's ASC is shaped through the individual's cognitive assessment of the significance of sustainable consumption practices (Chan, ).…”

“…Young purchasers have versatile thoughts and ability in understanding the significance of green purchasing (Kanchanapibul et al, 2014). Recent studies have found that young educated consumers are more prone to engage in environmental behaviours in emerging economies (Khare, 2015;Yadav & Pathak, 2017), and understanding their consumption behaviour may provide valuable insights as to how their consumption patterns are going to shape up in future (Moon et al, 2018). Understanding students' green consumption is imperative because they constitute an understudied group of the population in environmental research (Chuvieco, Burgui-Burgui, Da Silva, Hussein, & Alkaabi, 2018;Yadav & Pathak, 2017).…”

“…Respondents selected for the study were young and educated. This segment of respondents was chosen because it acts crucially when bringing about preferred changes in sustainable consumption (Kanchanapibul, Lacka, Wang, & Chan, 2014;Moon, Javaid, Kiran, Awan, & Farooq, 2018). Also, this consumer group has rarely been examined in the past for sustainable consumption behaviour (Kanchanapibul et al, 2014).…”

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

“…Previous research findings suggest that consumers with counterfeit experience have a more positive attitude toward counterfeits than consumers who have little experience (Nia and Zaichkowsky 2000). Counterfeit evaluations of experienced consumers are more positive than less experienced consumers (Penz and Stöttinger 2008;Moon et al 2018). Yoo and Lee (2009) have also presented empirical evidence that past experience of counterfeits and original branded products have a positive influence on purchase intention of counterfeits and originals.…”

Making Sense Out of U.S. Trade Policy or High-Stakes Poker Game?

“…In addition, the United States must influence the demand for illegal and pirated products and educate U.S. consumers to turn away from these products towards legitimate alternatives, in order to "educate consumers on the negative impacts of the counterfeit products not only on consumers but also on the economy as a whole" (Moon, Javaid, Kiran, Awan, & Farooq, 2018).…”