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The purpose of this paper is to understand the factors that influence attitudes toward counterfeits, and the intention to purchase these illegal products in a Muslim country.

In total, 401 participants completed a questionnaire that contained 41 statements related to beliefs about counterfeited products such as risks, ethics and social norms. Confirmatory factor analysis and structural equation modelling were performed to test the measurement and structural models.

Value consciousness, performance risk (negative relationship), norms (subjective and descriptive) and ethical consciousness influence attitude. Previous purchase moderates attitude and intention. Attitude explains a considerable percentage of the variance of intention to purchase counterfeits. Beliefs explain attitude to a large extent.

There is a lack of product specification; also respondents were more educated than the population (73.3 per cent have a university degree).

People do not see themselves as being unethical in buying counterfeits, even in a religious environment and do not perceive prosecution risks. Government enforcement is important to alter these perceptions. Finding the right price that preserves a premium price for the brand and a perceived “fair” price may be the answer to the problem.

The paper describes a study conducted in an Arab Muslim and rich Middle Eastern country. Previous studies in Asian countries, less economically advantaged and with Muslim populations, have not related their findings to religious beliefs or ethical consciousness.