Abstract
ABSTRACT The present study investigates purchase intention of counterfeits among Thai and Singaporean consumers, using the TPB behavioral-intention model to examine money ethics and business ethics factors on purchase intention. SEM path analysis found attitude and subjective norm to be significant and positive in the Thai sample and specified the indirect impact of subjective norm through attitude. In the Singaporean sample, the direct paths of attitude, subjective norm, and business ethics on intention are positive and significant. The overall results show that attitude and subjective norm are important constructs in explaining consumers' intention to purchase counterfeits. While business ethics is observed to be present as a factor for consideration among Singaporean respondents only, subjective norm exerts indirect social pressure on attitude to influence behavioral intention in both study samples.
Published Version
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