Title: What leads Saudi Arabian consumers to purchase counterfeit luxury products?

Authors: Norizan M. Kassim

Addresses: Faculty of Economics and Administration, King Abdulaziz University, P.O. Box 42804, Jeddah 21551, Saudi Arabia

Abstract: This study examines factors that affect attitude and intention to buy counterfeit or fake branded luxury products in seeking social status among 303 Saudi consumers. Data were conveniently collected via a questionnaire survey in Jeddah, Saudi Arabia, and were analysed using descriptive statistics, hierarchical multiple regression and structural equation modelling. Results show that social status insecurity influences consumer attitude and purchase intention towards such luxury products. It also indicates that status consumption and value consciousness have no effect on consumer attitudes towards counterfeit branded luxury products. However, there is a statistically significant positive interaction or moderation influence of value consciousness on consumption of luxury products to gain social status and on attitude towards counterfeit branded luxury products, indicating more favourable attitudes and purchase intention towards counterfeit branded luxury products. Some practical implications of the findings are given.

Keywords: counterfeit goods; branded luxury products; social status insecurity; status consumption; value consciousness; Saudi Arabia; counterfeit luxury products; consumer attitudes; purchase intention.

DOI: 10.1504/JGBA.2017.083411

Journal for Global Business Advancement, 2017 Vol.10 No.2, pp.125 - 139

Received: 03 Sep 2016
Accepted: 23 Sep 2016
Published online: 27 Mar 2017 *

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