Article2009

Consumer concern, knowledge and attitude towards counterfeit apparel products

105 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior Copyright and Intellectual Property

Abstract

Abstract The purpose of this paper was to explore the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting and attitude towards counterfeit apparel products) with consumer willingness towards paying a premium for non‐counterfeit goods. The intent of the research was to develop a theoretically based foundation from which educators and apparel industry leaders can develop policy regarding counterfeit goods. Will consumer concern and knowledge influence the behavioural intent of paying more for non‐counterfeit goods? We surveyed 244 undergraduate students within a fashion and apparel programme at a large Midwestern university. In this study, willingness to pay more for non‐counterfeit goods increased directly with greater concern, knowledge and attitude towards counterfeit apparel goods.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Emotional Conservatism: The Basis of Social Behavior?1986Conceptualizing Involvement 2001Spot the difference: consumer responses towards counterfeits 1992Ajzen and Fishbein's theory of reasoned action as applied to moral behavior: A confirmatory analysis.1993Consumer “accomplices” in product counterfeiting: a demand side investigation 2001An Examination of Differences in Ethical Decision-Making Between Canadian Business Students and Accounting Professionals 1983Toward a process model of the attitude-behavior relation: Accessing one's attitude upon mere observation of the attitude object.

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2019Recognise misinformation and verify before sharing: a reasoned action and information literacy perspective 2012In the shadow: illegal markets and economic sociology 2013What Are Consumers Afraid of? Understanding Perceived Risk toward the Consumption of Environmentally Sustainable Apparel 2017Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets

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