Attitudes Toward Counterfeit Purchases and Ethical Beliefs Among Korean and American University Students

Abstract

This study examined an ethically questionable behavior—counterfeit purchases—using four variables: attitude toward counterfeits, consumer ethics, perceptions of business ethics, and culture. Participants were female university students. Counterfeit purchasers had more positive attitudes toward counterfeits, lower scores on consumer ethics, and lower scores on perceptions of business ethics than nonpurchasers. Korean students were more likely than American students to have purchased counterfeits, and they had more positive attitudes toward counterfeits. Three individual variables (attitude toward counterfeits, consumer ethics, and perceptions of business ethics) and culture helped explain consumers’ ethical decision-making processes.