Article2018

Is buying counterfeit sinful? Investigation of consumers’ attitudes and purchase intentions of counterfeit products in a Muslim country

Nizar Souiden · Riadh Ladhari · Anissa Zarrouk Amri

36 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 study investigates the effect of individuals’ ethics (i.e., idealism and relativism), religiosity (i.e., fear of divine punishment, interest in religion and practices, and beliefs in religion), and attitudes toward counterfeits (i.e., economic benefits and hedonic benefits) on purchase intentions of counterfeit products. Data were collected in Tunisia, a Muslim country showing a mixture of modern and conservative values. The analysis of variance on the data, collected among 217 participants, shows that religiosity, ethics, and attitudes, all influence the intent to buy counterfeits. The analysis further supports the stronger effect of perceived economic benefits on intentions of buying counterfeits. The study contributes to the development of knowledge about the effect of religiosity and ethics on consumption behavior.

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References

1957A Theory of Cognitive Dissonance 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1967Personal Religious Orientation and Prejudice.1986A General Theory of Marketing Ethics 2003Advances in the conceptualization and measurement of religion and spirituality: Implications for physical and mental health research.2004Measuring Attitude toward the Brand and Purchase Intentions 2000Conceptualizing Religion and Spirituality: Points of Commonality, Points of Departure 1997Religion and Spirituality: Unfuzzying the Fuzzy

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