Non-deceptive counterfeiting purchase behavior: Antecedents of attitudes and purchase intentions

Abstract

This study offers insights into factors underlying consumers' intentions to purchase counterfeit products. Based on existing literature in the field, we posit that intention to buy is influenced by consumers' attitudes, moral intensity and perceived risk. In addition, we hypothesize that attitudes are determined by moral intensity and perceived risk. The hypotheses are tested with data gathered from a random sample of adult consumers using structural equations modeling. Implications of different patterns of results identified are also discussed. © 2011 The Clute Institute.