UNVEILING THE DYNAMICS OF COUNTERFEIT PURCHASE INTENTIONS: INSIGHTS FROM PAKISTAN

Abstract

The purpose of this paper is to find out the impact of different factors on the customer’s purchase intentions of counterfeit in Pakistan. Counterfeit products (CFP) are the copied product that involves production and selling of IP protected products. Impact of five factors namely fashion consciousness, subjective norm, ethical judgment, value consciousness, and SA have been studied with the relationship to the customer’s purchase intentions of CFP. Data was collected from customers in Pakistan. Survey technique was adopted for data collection. Results demonstrated that fashion consciousness and subjective norm have no effect on customer’s purchase intentions of CFP. However, both of these variables are highly correlated with each other. Ethical judgment negatively affects the customer’s purchase intentions of CFP in more likely to purchase group whereas it has no impact on less likely to purchase group’s intentions. Value consciousness and self-ambiguity are found to have positive impact on purchase intentions of CFP. This study has significant implications for branded product manufacturer, customers as well as for policy makers.