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

Abstract

Counterfeiting is an essential issue that has existed since ancient times and has become more prevalent today with technological advancements, and it should be highlighted. Consumers who desire to buy expensive products, particularly luxury items, but lack the financial means to do so engage in the practice of purchasing counterfeits of these products. Counterfeit products are purchased mostly by young customers for a variety of reasons, including having prestige, showing off, and emphasizing materialism. The goal of this study, under this paradigm, is to disclose the impacts of materialism, conspicuous consumption, and sense of shame on the intention to purchase counterfeit products, as well as the mediating function of attitude toward counterfeit products in these effects in a sample of university students. Data were collected for this purpose using an online survey form, and it was discovered that 477 university students engaged in the survey during the data collection procedure. The data analysis revealed a significant positive relationship between university students' materialism and conspicuous consumption behaviors and intention to purchase counterfeit products, as well as a significant negative relationship between their sense of shame and intention to purchase counterfeit products. Furthermore, it was established that attitudes regarding counterfeit products play a significant mediating role in the impacts of materialism, conspicuous consumption, and a sense of shame on the intention to purchase counterfeit products. These findings provide significant theoretical and practical contributions.