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

Examining consumers’ attitude towards purchase of counterfeit fashion products

Vinita Bhatia (St. Francis Institute of Management and Research, Mumbai, India)

Journal of Indian Business Research

ISSN: 1755-4195

Article publication date: 24 January 2018

Issue publication date: 9 April 2018

6202

Abstract

Purpose

This paper aims to investigate the factors affecting consumers’ attitude towards counterfeit fashion products and the relationship of consumers’ attitude towards counterfeit fashion products with purchase intention.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on counterfeit products. A survey of 382 respondents was conducted in the Mumbai city. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that value consciousness, materialism and social influence positively relate to consumers’ attitude towards counterfeit fashion products which eventually leads to purchase intention. Brand consciousness and perceived risk have no significant relationship with consumers’ attitude towards counterfeit fashion products. Low-income group consumers are value conscious and brand conscious and perceive a low risk which influences their attitude towards counterfeit fashion products.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The paper provides assistance to the manufacturers and the retailers of genuine brand products to formulate better marketing strategies for attracting new customers.

Originality/value

The study aims to investigate the factors affecting Indian consumers’ attitude towards counterfeit fashion products which is not much analysed. The factors were carefully chosen so as to meet the requirements of the study. Income is taken as a moderator for studying the relationship between factors and attitude towards counterfeit fashion products.

Keywords

Acknowledgements

Erratum: It has come to the attention of the publisher that the following paper appears in Vol. 10 No. 2 when it should feature with the other NASMEI conference special issue papers. Vinita Bhatia, 2018, “Examining consumers’ attitude towards purchase of counterfeit fashion products” (pp. 193-207), in the Journal of Indian Business Research, Vol. 10 No. 2, when they should have been published in the NASMEI conference special issue of the Journal of Indian Business Research, Vol. 10 No. 3. The remaining special issue papers will appear in Vol. 10 No. 3. This happened due to an error in the production process. Emerald would like to sincerely apologises to the author and its readers.

Citation

Bhatia, V. (2018), "Examining consumers’ attitude towards purchase of counterfeit fashion products", Journal of Indian Business Research, Vol. 10 No. 2, pp. 193-207. https://doi.org/10.1108/JIBR-10-2017-0177

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles