Title: Antecedents of consumer attitude and purchase intention towards counterfeit products

Authors: Sushin Manikoth; Bradley J. Olson; Mothilal Lakavath; Satyanarayana Parayitam

Addresses: Department of Commerce, CHRIST (Deemed to be University), Bengaluru 560029, India ' Dhillon School of Business, University of Lethbridge, 4401 University Drive, Lethbridge AB T1K 3M4, Canada ' School of Management, Pondicherry University, Puducherry, India ' Department of Management and Marketing, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA

Abstract: This paper aims to investigate the effect of information reliability, risk, and value consciousness on hedonic behaviour, attitude towards counterfeit products, and genuine store trustworthiness. Using a structured survey instrument, this paper gathered data from 449 respondents from three cities major cities (Kochi, Bangalore, and Chennai) in southern part of India. The hierarchical regression render support that: 1) information reliability is positively related to hedonic behaviour and attitude towards counterfeit products; 2) risk is negatively related to hedonic behaviour and attitude towards counterfeit products; 3) value consciousness is positively related to hedonic behaviour and genuine store trustworthiness; 4) hedonic behaviour and attitude towards products are related to purchase intention. In addition, the results also support the moderation hypotheses of materialism, value consciousness and social status. The study suggests that marketers need to understand the importance of non-deceptive counterfeiting is useful and consumers have tendency to prefer to use these products once they are satisfied with their utility. The conceptual model developed and tested in this research enables the marketing managers to understand the antecedents of consumers' purchase intention of counterfeit products.

Keywords: hedonic behaviour; risk; counterfeit products; purchase intention; genuine store trustworthiness; value consciousness.

DOI: 10.1504/IJBG.2024.139818

International Journal of Business and Globalisation, 2024 Vol.37 No.3, pp.340 - 369

Received: 21 May 2020
Accepted: 16 Aug 2020
Published online: 08 Jul 2024 *

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