Abstract
This study examines some antecedents of the intention and behavior toward buying counterfeit luxury goods among young consumers in Vietnam, an Asian emerging economy. The data was obtained from university undergraduate students in Hanoi, the capital of Vietnam. The results of structural equation modeling show support for most of our hypotheses. The findings indicate that materialism (the centrality component) has positive impact on attitude toward purchase of counterfeit luxury goods. Attitude and subjective norm toward counterfeit luxury goods are found to be positively related to purchase intention, while perceived behavioral control is not found to have a direct impact on purchase intention. In addition, perceived behavioral control and purchase intention are found to be significant predictors of purchase behavior. The research findings are discussed and implications for managers and policy makers are provided.
Highlights
In literature, the topics related to consumer behaviors in the context of emerging economies have attracted much attention from scholars (e.g., Loper & Crittenden, 2017; Nguyen & Tambyah, 2011; Tjandra et al, 2015)
The scale measuring attitude toward the purchase of counterfeit luxury goods includes three items adapted from Chang (1998); subjective norm (SN) is measured by three items (Ajzen, 1991); perceived behavioral control (PBC) is measured by three items adapted from Chang (1998); four items measuring purchase intention (PI) are modified from Ang et al (2001), and three items measuring purchase behavior are developed based on Ajzen (1985)
This research focuses on examining the antecedents of purchase intention and purchase behavior toward buying counterfeit luxury goods among young consumers in Vietnam, an emerging economy in Asia
Summary
The topics related to consumer behaviors in the context of emerging economies have attracted much attention from scholars (e.g., Loper & Crittenden, 2017; Nguyen & Tambyah, 2011; Tjandra et al, 2015). Vietnam is an emerging economy in Asia with a large population of more than 90 million people, of which young consumers account for a large proportion (Euromonitor International, 2016). The country is considered one of the fastest growing consumer markets in Southeast Asia. It has been suggested that consumer behavior regarding counterfeit purchase differs across countries (Chiu & Leng, 2016). It is meaningful to examine the purchase of counterfeit luxury goods in the context of Vietnam, an emerging economy in Southeast Asia, where the research topic seems to receive still very modest attention
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