Intention to Purchase Counterfeit Products: The Impact of Unethical Beliefs, Social Status and Perceived Risk

Authors

Yasmeen Elsantil, Department of Business Administration, Faculty of Commerce, Tanta University, Tanta, EgyptFollow
Khaled Bedair, Department of Statistics and Mathematics, Faculty of Commerce, Tanta University, Tanta, EgyptFollow

Abstract

Counterfeiting has become an economic problem as an increasing number of goods are being illegally produced. However, there is a dearth of studies investigating counterfeiting in the Arab World. This study uses a five-point Likert scale to examine the impact of moral beliefs, social status and perceived risk on the intention to purchase counterfeits of luxury brands in the Arab Gulf (n = 448). Structural equation modelling was employed for data analysis. Results show that consumers’ unethical beliefs and perceived risk have a negative, while status consumption has a positive, impact on the intention to purchase counterfeit products. Additionally, users’ demographic measures, such as religiosity, cultural background and socioeconomic status, do not have a significant impact on the intent to purchase counterfeit products. This study provides a new theoretical foundation for studying the purchase of counterfeit products in a non-Western culture, and also provides companies with a number of factors that might help in discouraging counterfeit product consumption.

Recommended Citation

Elsantil, Yasmeen and Bedair, Khaled (2022) "Intention to Purchase Counterfeit Products: The Impact of Unethical Beliefs, Social Status and Perceived Risk," Information Sciences Letters: Vol. 11 : Iss. 2 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol11/iss2/29