Validating the Potency of Attitude in Predicting Intention to Purchase Non-Deceptive Counterfeit Branded Products

Abstract

This study examined the effect of attitude towards counterfeit branded products on purchase intention for such products. It also investigated the difference in the attitude and purchase intention of past buyers and non-buyers of counterfeit branded products. Data were collected from a sample of 133 respondents, using snowball sampling technique. The results of structural equation modeling (SEM) indicated that attitude positively predicts counterfeit purchase intention. Demographic variables had no effect on either of the two constructs. Additionally, the results of an independent sample t-test revealed that past buyers of counterfeit branded products had more favorable attitudes and higher purchase intention towards such products in comparison to non-buyers. The findings provide useful practical insights that can be leveraged by the manufacturers of genuine branded products to combat counterfeiting.