Factors Influencing Young Consumers’ Purchase Intention of Counterfeit Fashion Brands

Abstract

Counterfeiting has become a major problem in the market place. Though manufacturers of original products worldwide are trying to combat this unethical practice, still they are not able to fully overcome it as it has penetrated deep down into the markets all around the globe. This study aimed at analyzing the factors that influence young consumers purchase intention of counterfeit fashion brands. The data were gathered from 160 respondents from the twin cities of Pakistan: Islamabad and Rawalpindi. Correlation and regression analysis were used to find out the relationship between dependent variable, i.e., purchase intention of counterfeit fashion brands, and the independent variables which were fashion consciousness, status consumption and value consciousness, and the moderating role of consumers’ ethics was analyzed. The study findings did not find support for any of the hypotheses, however, consumer ethics moderated the relationship between fashion consciousness, value consciousness and consumers purchase intention of counterfeit fashion brands. Some managerial implications for designers were also discussed.