Stemming the sportswear counterfeit tide: Emerging market evidence of rational and normative drivers

Manilall Dhurup,Asphat Muposhi

doi:10.4102/ac.v20i1.800

Abstract

Orientation: Increasingly, there is an urgent need to curb the scourge of counterfeiting, which is fast becoming a global economic threat with severe implications on employment creation and societal well-being. Research purpose: The aim of this study was to examine the effect of rational and normative factors on consumers’ willingness to buy counterfeit sportswear in South Africa. Motivation for the study: This study contributes input to the development of long-term strategies of curbing the escalating scourge of counterfeiting in the sportswear sector. Research design, approach and method: The study was conducted in South Africa’s southern Gauteng region and Johannesburg central business district, which are considered to be amongst the major counterfeit sportswear promoting segments in South Africa. Cross-sectional data were collected from a convenient sample of 390 respondents. Study hypotheses were tested using standard multiple regression analysis. Main findings: Perceived financial control and subjective norm emerged as the main factors that engender favourable attitudes towards counterfeit products. Furthermore, attitude towards counterfeits had a strong positive effect on consumers’ willingness to purchase counterfeit sportswear. Practical/managerial implications: The findings of this study suggest that a combination of normative and rational strategies have the potential to change consumers’ attitudes and willingness to purchase counterfeit sportswear. Contribution/value-added: The study findings highlight the importance of attempting to address the problem of counterfeiting not only from a regulatory perspective but also from a rational and normative perspective.

Highlights

Introduction and backgroundBecause of the pervading force of globalisation, technological advancements and the relaxation of international trade barriers, consumers are increasingly being exposed to counterfeit products, wittingly or unwittingly (Meraviglia 2018; Perumal & Sapihan 2017)
The path coefficient from subjective norms to attitude towards counterfeit sporting goods is positive and significant, which may have led to perceived behavioural control being less predictive of consumers’ attitudes towards counterfeit sportswear
This study sought to generate some insights into nondeceptive counterfeiting using the modified theory of planned behaviour (TPB)

Summary

Introduction

Introduction and backgroundBecause of the pervading force of globalisation, technological advancements and the relaxation of international trade barriers, consumers are increasingly being exposed to counterfeit products, wittingly or unwittingly (Meraviglia 2018; Perumal & Sapihan 2017). Counterfeiting (in South Africa, colloquially referred to as ‘Fong Kong’, and knock-offs, forging, brand piracy or replicas in other countries) is a practice whereby companies or individuals produce unauthorised goods whose features are designed to resemble those of intellectually protected or patented products (Perumal & Sapihan 2017). A counterfeit is described as an unauthorised product whose production, distribution and consumption violate intellectual property rights of an established brand (Swami, Chamorro-Premuzie & Furnham 2009). Deceptive counterfeiting is evident when consumers buy and consume a fake product unknowingly (Swami et al 2009). Non-deceptive counterfeiting occurs when consumers knowingly purchase and consume counterfeit products (Chiu & Leng 2016). This study focuses on nondeceptive counterfeiting, a form of unethical consumerism (Abraham, Takwin & Suleeman 2018)

Methods

Results

Discussion

Conclusion