Understanding Muslim consumers’ purchase intentions toward counterfeit sporting goods

Abstract

Purpose The purpose of this study was to investigate the determinants of purchase intentions for utilitarian and hedonic counterfeit sporting goods among Muslim’ consumers. The moderating effect of income and status consumption was also examined. Design/methodology/approach Questionnaires were distributed among male undergraduate university students who were consumers of sports goods. A total of 360 valid and usable questionnaires were collected and analyzed through descriptive and inferential statistics. Findings The results showed that perceived risk, personal gratification, religiosity, information susceptibility and normative susceptibility all have a positive and significant effect on negative attitudes toward counterfeit sports goods. The effect of a negative attitude toward counterfeit goods was also negative and significant for the intention to purchase utilitarian and hedonistic goods. Income was not a moderator in the relationship between negative attitudes and the intention to purchase utilitarian and hedonic goods. However, the moderating effect of status consumption on the intention to purchase both utilitarian and hedonic goods was significant. Research limitations/implications The use of a male-only student sample potentially limits the generalization of the findings, but not the underlying relationships between the variables. Efforts to discourage or prevent the purchase of counterfeit sporting goods should highlight the risk and reduced personal gratification associated with purchasing counterfeit products, while also appealing to a person’s faith-based ethics. Originality/value This study produces a novel model explaining the purchase intentions for utilitarian and hedonic counterfeit sporting goods. This model can inform the development of anti-counterfeiting strategies in Muslim countries.