Consumer Knowledge, Attitudes, and Purchase Intentions of Counterfeit Fashion Goods: An Initiative to Curbing Consumer Demand in the Marketplace!?

Abstract

Within the global marketplace, the production and consumption of counterfeit goods represent a serious social problem. Scholars continue to suggest anticounterfeit education as a means to resolve this global problem and curb the demand for counterfeit goods, but no scholarly research has empirically evaluated the effectiveness of anticounterfeit educational campaigns. Therefore, the purpose of this study is to draw upon such suggestions within the literature and quantitatively assess the effectiveness of anticounterfeit education on consumers’ perceived knowledge, attitudes, and purchase intentions of fashion counterfeit goods. Convenience samples of male and female college students participated in the study. Utilizing a one-group pretest–posttest quasi-experimental design, the findings from a series of paired samples t-tests revealed a positive significant change in consumers’ perceived knowledge of fashion counterfeit goods after viewing the anticounterfeit campaign. Negative, significant changes in consumers’ favorable attitudes and purchase intentions of fashion counterfeit goods were also found after the campaign was implemented.