The Determinants Influencing the Influx of Counterfeit Luxury Goods in Pakistan

Abstract

The demand for counterfeit goods has exponentially grown and counterfeit goods trade has consequently emerged as a global problem. The present study investigates the determinants that encourage consumers to acquire counterfeit luxury goods. This research further analyzes purchase intention as mediator and gender role as a moderator between the contextual factors and consumer behavior. A quantitative approach was applied through a questionnaire to gather data from 380 Pakistani respondents. The measurement and structural model assessed through Smart PLS. The results confirmed that purchase intention acts as a mediator between hedonic motives, materialism and consumer behavior. However, purchase intention has no mediating effect on economic benefits. Similarly, gender role as moderator was insignificant.

The Effect of Materialism, Conspicuous Consumption and Sense of Shame on Intention to Purchase Counterfeit Products and the Mediating Role of Attitude

“…As a result, having favorable and negative attitudes about counterfeit products is required to have the intention to purchase or not purchase counterfeit products. Previous research has found that attitude toward counterfeit products modulates the links between materialism, conspicuous consumption, and intention to buy counterfeit products (Saeed et al, 2022;Xi & Cheng, 2017). Although there has been no direct study on the mediation of attitude in the a relationship between sense of shame and intention to purchase counterfeit products, social (peer) pressure will shape a person's intention to purchase or not to purchase counterfeit products by forming a liking or disliking attitude toward counterfeit products.…”

“…As a result, the impact of attitude toward counterfeit products in mediating the effects of materialism, conspicuous consumption, and a sense of shame on the intention to purchase counterfeit products is also investigated. There are studies in the literature that look at attitudes regarding counterfeit products as a mediating variable (Xi & Cheng, 2017;Saeed, Nazim & Abbas, 2022;Liaquat et al, 2020). While a good attitude toward counterfeit products boosts the intention to purchase them, a negative attitude inhibits it (Cheng, Fu & Tu, 2011).…”

“…According to , there is a negative association between conspicuous consumption and the intention to buy counterfeit products, and conspicuous consumption is a key predictor for consumers to buy counterfeit products intentionally. Saeed et al (2022) discovered that one's attitude toward counterfeit products has a mediating role in the effect of conspicuous consumption on one's propensity to purchase counterfeit products. Similarly, Liaquat et al (2020) discovered that attitude toward counterfeit products serves as a mediator between social status and propensity to purchase counterfeit products.…”

Relationship between personality characteristics and attitude toward purchase of counterfeit goods in the Iranian population

“…Shari and Halym (2006) showed that variables of attitude toward counterfeit products, awareness from value and characteristics of product predict the order for counterfeit video CD. Saeed and Paracha (2019b) showed that economic benefit, materialism and hedonic motive were related to consumer behavior about counterfeit luxury goods.…”

Hate the Sin, Love the Sinner: Examining the Role of Religiosity on Generation M’s Attitude Toward Purchasing Luxury Counterfeiting Products in Social Commerce

“…Furthermore, due to ineffective law enforcement, consumers in developing countries, that is, Pakistan, are increasingly turning to counterfeit products ( Niaz, 2020 ). Pakistan is among the top 10 nations globally from where the counterfeit products originate, and counterfeit goods are readily accessible and marketed openly throughout the country ( Saeed and Sadiq Paracha, 2019 ). The presence and spread of counterfeiting are directly linked to customer demand, which is the primary driving factor behind every market.…”