Examining consumers’ attitude towards purchase of counterfeit fashion products

Abstract

Purpose This paper aims to investigate the factors affecting consumers’ attitude towards counterfeit fashion products and the relationship of consumers’ attitude towards counterfeit fashion products with purchase intention. Design/methodology/approach A conceptual model is proposed and validated by following the various studies on counterfeit products. A survey of 382 respondents was conducted in the Mumbai city. The researcher has used structural equation modelling to test the causal relationships among the constructs. Findings The results of the study indicate that value consciousness, materialism and social influence positively relate to consumers’ attitude towards counterfeit fashion products which eventually leads to purchase intention. Brand consciousness and perceived risk have no significant relationship with consumers’ attitude towards counterfeit fashion products. Low-income group consumers are value conscious and brand conscious and perceive a low risk which influences their attitude towards counterfeit fashion products. Research limitations/implications The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results. Practical implications The paper provides assistance to the manufacturers and the retailers of genuine brand products to formulate better marketing strategies for attracting new customers. Originality/value The study aims to investigate the factors affecting Indian consumers’ attitude towards counterfeit fashion products which is not much analysed. The factors were carefully chosen so as to meet the requirements of the study. Income is taken as a moderator for studying the relationship between factors and attitude towards counterfeit fashion products.

Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits

“…They explained the theory of planned behavior framework to depict consumers' purchase intentions towards counterfeit products. Bhatia (2018) found value consciousness, materialism, and social influence as the predictors of consumers' purchase intentions towards counterfeit fashion products. Therefore, it can be safely argued that positive factors/evaluations form purchase consumers' purchase intentions towards counterfeit products whereas negative factors/evaluations lower purchase consumers' purchase intentions towards counterfeit products.…”

Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh

“…Counterfeit luxury goods are posing threats for both health and environment in those countries where there are strict laws for banning these items (World Trademark Review, 2010). Due to the growing number of counterfeit items in the market, customers' interest is also increasing to purchase those fake products (Bhatia, 2018). It is seen that counterfeit luxury items are highly visible in those product categories that have an elevated demand, in addition to that the manufacturing process of that product is inexpensive and widely accessible (Chiu & Leng, 2016).…”

“…On the other hand, for low-income people, counterfeit luxury items deemed as a good that alters as brand-new items in particular (Sharma & Chan, 2011). Researchers have identified several findings on the past studies on the significant factors affecting the purchase intention for counterfeit items based on country, generation, and value perceptions (Bhatia, 2018;Fastoso et al, 2018;Bachmann et al, 2018;Jiang & Shan, 2018). Besides, several studies have identified product attribute (Augusto et al, 2007;Yao, 2014), brand image (Mir et al, 2012), level of income (Mir et al, 2012;Rizwan et al, 2014), gender (Chen & Tang, 2006), perceived risks (Huang et al, 2004), integrity (Chiu & Leng, 2016), gratification (Ang et al, 2001), smart shopper (Penz & Stottinger, 2005), perceived behavioral control (Chiu & Leng, 2016), subjective norms (Chiu et al, 2014), and materialism (Yoo & Lee, 2009) etc., as the factors leading to counterfeit purchase intention.…”

“…Thus, it is quite evident to investigate why people of a country like Bangladesh have the intention to purchase counterfeit luxury products, as well as it is also necessary to find the most influencing factors behind counterfeit purchase intention. Despite the global turmoil against the counterfeiting difficulty, there is a narrow focus that has been concentrated on this issue in academic literature to date, and counterfeit products of luxury items have not received much attention in the past research studies (Bhatia, 2018). A study based on a developing country like Bangladesh is particularly also scarce.…”

Pretty Poisonous: How Counterfeit Cosmetics Can Be Toxic to Student Skin

“…Recently, there has been a rise of cosmetic-related social influence (e.g., Instagram beauty influencers, YouTube beauty tutorials), which has led to cosmetic use and application styles becoming a popular hobby, and even a sought-after career choice. With this rise in popularity has also come an increase in the number of expensive cosmetics on the market (Bhatia, 2018; Primeaux, 2018). Some cosmetic manufacturers only create a limited amount of each product, which further intensifies the shopper’s feeling that they must have a certain product.…”