To read this content please select one of the options below:

Ethical decision making in counterfeit purchase situations: the influence of moral awareness and moral emotions on moral judgment and purchase intentions

Luis F. Martinez (Nova School of Business and Economics, Universidade Nova de Lisboa, Lisboa, Portugal)
Dorothea S. Jaeger (Nova School of Business and Economics, Universidade Nova de Lisboa, Lisboa, Portugal)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 9 May 2016

4090

Abstract

Purpose

Counterfeiting is an increasingly global phenomenon that threatens the economy as a whole and also presents a risk for the consumers. The purpose of this study is to explore moral emotions along with moral awareness and moral judgment with respect to their influence in the consumption of counterfeits.

Design/methodology/approach

An online questionnaire was distributed among participants (n = 225) who were asked to respond to a counterfeit purchase scenario.

Findings

Results highlight the importance of moral awareness as an essential element of moral decision-making. Also, moral emotions were found to influence moral judgment as well as purchase intention.

Research limitations/implications

A limitation refers to the fact that a scenario was used to evoke participants’ emotional responses. Although the situation was realistic and the majority of the people could very well imagine experiencing the reported scenario, results might change in an actual purchase situation.

Practical Implications

This study’s findings may be particularly relevant for authorities and educators who design campaigns to curtail counterfeit consumption, thus seeking to encourage consumers to recognize the several negative consequences that result from counterfeiting behavior.

Originality/value

This is one of the few studies that examine the impact of cognitive and emotional influences in a counterfeit purchase decision. Fighting this problem requires an in-depth understanding of consumers’ motivations and how they feel about engaging in this morally questionable behavior.

Keywords

Acknowledgements

The authors would like to thank the editor and the anonymous reviewers for their helpful comments on earlier versions of this manuscript.

Citation

Martinez, L.F. and Jaeger, D.S. (2016), "Ethical decision making in counterfeit purchase situations: the influence of moral awareness and moral emotions on moral judgment and purchase intentions", Journal of Consumer Marketing, Vol. 33 No. 3, pp. 213-223. https://doi.org/10.1108/JCM-04-2015-1394

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Related articles