Consumer Attitudes Toward Counterfeit Fashion Products: Does Gender Matter?

Abstract

Counterfeit fashion products pose a serious threat to the manufacturers and retailers of authentic designer products and to the world economy. While research suggests that gender is related to purchase intention for counterfeit products, the relationship between gender and the antecedents to purchase intention (attitudes regarding ethicality, social cost, and anti-big business) has not been explored. The current research uses hierarchical structural equation modeling (SEM) to examine gender as a moderator of attitudes toward counterfeit fashion products among a sample of U.S. consumers (N = 305). Findings suggest that while gender does not moderate the social cost and anti-big business components of consumer attitudes toward counterfeit fashion products, gender does affect beliefs about the ethicality of counterfeiting.

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