Consumer Attitudes Toward Fashion Counterfeits: Application of the Theory of Planned Behavior

Abstract

This study examines consumer motivations that can explain attitudes toward purchasing fashion counterfeit goods and tests the underlying mechanism of intent to purchase fashion counterfeits based on the theory of planned behavior. A random sample of female college students (N = 336) participate in this study. Product appearance, past purchase behavior, value consciousness, and normative susceptibility are significant predictors of attitude toward buying fashion counterfeit goods. Attitude, subjective norm, and perceived behavioral control are significantly related to intent to purchase fashion counterfeit goods. This research extends the theory of planned behavior and tests two additional paths that significantly improve explanatory power of the theory and prediction of consumer intent to buy fashion counterfeit goods.