Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants

Abstract

This study hypothesizes that consumers' willingness to purchase counterfeit products is positively related to product performance expectations and negatively related to attitudes toward lawfulness. Support was found for the latter and mixed support for the former. Contingent hypotheses specified that extrinsic cues determine willingness to purchase a counterfeit. As hypothesized, branding and price conditions influence willingness to purchase low, but not high, investment-at-risk products; retailer condition influences willingness to purchase high, but not low, investment-at-risk products. Participating in the experiment were two hundred twenty-one upper division business students. Model parameters were estimated by ordinal logit analyses.