Abstract
The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.
Highlights
A global trend has been observed in manufacturing, distributing, and consumption of counterfeit luxury goods (Norum & Cuno, 2011)
Since the previous studies have evaluated the brand image will influence the purchase intenthe product attributes as one of the crucial reasons tion of the consumers, and we would like to hybehind counterfeit purchasing decision, it is pothesize that: reasonable to examine the hypothesis from the developing country perspective: H2: Brand image has a positive relationship with the intention to purchase counterfeit luxury
It can be mentioned that this study has adopted various factors to measure the purchase intention of the Bangladeshi consumers for counterfeit products
Summary
A global trend has been observed in manufacturing, distributing, and consumption of counterfeit luxury goods (Norum & Cuno, 2011). People of low-income level are usually eager to buy counterfeit luxury items in the countries having weak intellectual properties law (Chiu & Leng, 2016). Researchers have identified several findings on the past studies on the significant factors affecting the purchase intention for counterfeit items based on country, generation, and value perceptions (Bhatia, 2018; Fastoso et al, 2018; Bachmann et al, 2018; Jiang & Shan, 2018). Given that earlier studies were investigated on different factors in different settings, it is applicable to inspect the intention to purchase counterfeit luxury items from a developing country perspective. From the cultural and socio-economic perspective of Bangladesh, the field of consumer research based on the purchase intention for counterfeit luxury items is quite necessary. The examination of different factors leading to counterfeit luxury purchase intention may yield a further understanding of counterfeit beyond the existing literature
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